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Looking after existing customers is just common sense. Using technology to help in this process also makes sense - but only if it is part of an overall customer management strategy that involves everyone who deals with customers, makes decisions about customers or influences the customer experience in some way. This means almost everyone in the organization, not just sales, marketing and customer service. The step is to define a customer strategy. Most organizations don't have one. They have sales strategies, marketing strategies, customer service strategies and even collections strategies, but they seldom join up. As a result, the customer experience is disjointed, with internal tensions running high as one part of the organization.
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