2013: Where Are We At With CRM, Customer Experience and Customer-Centricity? By Maz Iqbal (@thecustomerblog). Maz takes readers through the Havas Media findings regarding the need for creating meaningful brands, and the failure of brands to meet customer needs thus far. CRM should play an important role in enhancing the customer experience of meaningful brands, but many companies that invest heavily in CRM have yet to reap the full benefits of a single customer view. While failure to integrate data systems is one barrier, Maz brings up the fact that companies have implemented CRM to automate the existing way of doing things as another barrier to improving the end results. Rather than bridging gaps to deliver a unified customer experience, company departments continue operating in siloes. To fix this, companies must implement CRM from a different point of “being” rather than the point of “doing” they’ve been focused on. In essence, “excellence in CRM and Customer Experience requires a transformation in the character (being) of organisations (and the people in the organisations especially the Tops) not just a change of clothes to project a more ‘customer friendly’ personality.” Until then, regardless of technology advances, companies will never be able to deliver a meaningful brand through exception customer experiences. Read the full article at Business2Community.com!
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