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Foundation course in CRM Richard John of Alchemy stresses
the importance of good data for successful customer relationship management. |
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Everyone has experienced bad customer relationship management. There is the phone company that rings when you are trying to get the children to bed; worse, the array of options it proposes seems to take no account of the calls you actually make. Or there’s the financial services company that sends three of everything to the same household and, once in a while, mails life assurance offers to a relative who has already passed away. These are all too common stories involving companies that start out with good intentions to improve relationships with their customers but end up having the opposite effect. Wouldn’t it be wonderful to get a call (at a convenient time) along the following lines: “Good evening, Mr Smith, I know you’re busy but I’m just calling to tell you that we’d like to put you on our new telephone tariff, which will save you approximately $22 per month. We’ve also updated your discounted call list because the computer shows you are making calls to a new number in Australia on a frequent basis and we’d like to add that number to your list. Is all that OK?” It doesn’t often happen, does it? |
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International Consultants' Guide January
2001 |
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Customer
Relationship Management