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Agent for change Bryan Black of Protagona Worldwide
passes on the lessons learnt from his company’s examination of attitudes
to CRM. |
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Customer relationship management (CRM) is seen increasingly as a managerial tool for effecting cultural change within an organisation, through helping businesses become more customer and market-led. This was a dominant finding of research commissioned by Protagona Worldwide, formerly Recognition Systems. The marketing research consultancy Metrica published its results as twin studies: a quantitative study was based on telephone interviews with 101 companies; it was followed up by a qualitative investigation involving in-depth face-to-face interviews. The purpose of both studies was to understand more about the perceptions, attitudes, use and plans for CRM across a broad range of business sectors. It was clear from the results that businesses, faced with an increasingly global commercial environment, realise that CRM is vital to increasing customer loyalty, profitability, and competitive edge. Companies across all business sectors are experiencing increased profitability through employing CRM solutions – and they are using CRM to stay ahead of the competition. In the face-to-face interviews, people were questioned on their current use of CRM and the preferred choice of application; and they were asked to pinpoint the benefits they have seen by employing CRM as part of their overall business strategy. |
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International Consultants' Guide January
2001 |
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Customer
Relationship Management