E-MailAssess for Success: Is Your Organization Ready for CRM?
Recently, a consultant I know met with the executive team of a large retailer interested in building customer relationships and adopting customer relationship management (CRM) as a philosophy. The team included the president, the CIO, and the leaders of marketing, sales, and service. The president was enthusiastic about the transition to a customer focus. The CIO believed that the company's technology environment was solid, citing a well-developed conceptual architecture for customer technology that includes a data warehouse, an advanced POS system that captures all transactions, and a private-label credit card that builds brand loyalty and allows for the capture of extensive information on the company's best customers. The sales executive was confident that his department could harness the power of its considerable sales field force to develop and maintain customer relationships, and the marketing executive was proud of his group's sophisticated customer segmentation methods.
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