The Other Side of Customer Experience Management: Customer-Centric Understanding and Equity

by Raymond Pettit

Awareness is often a byproduct of a direct confrontation with an unpleasant experience. As customer relationship management (CRM) software and other technology-only solutions providers have discovered, organizations are reluctant to jump on the IT bandwagon. Clients are reticent because of real and imagined technology failures, just as much as tight budget constraints. Instead of purchasing without question, they are now asking difficult questions, such as, "How is this really helping me build better relationships and more loyal customers?" and "Where is the measurable proof this is working?" Since there are no real answers, many clients are instead deferring to the option of making the best use of what they have.

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The Other Side of Customer Experience Management: Customer-Centric Understanding and Equity November 2002