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Customer Relationship Management (February 2002) Summary
One of the clearest messages to emerge from this edition of International Consultants’ Guide is that the next generation of customer relationship management (CRM) should involve consultants to a much greater degree than the first.
Shortcomings in CRM implementations appear to include: failure to articulate goals; failure to measure progress; and only intermittent support from key personnel. Remedial action is proposed by a number of contributors to this issue.
Accenture’s John Freeland takes a fresh look at the role of marketing. Cranfield’s Professor Adrian Payne concentrates on the idea of customer value and how it should influence strategy. Jeff Marksz of The Database Group finds that different industrial sectors emphasise different aspects of CRM, and the Austrian mobile telecoms supplier Max.Mobil puts some of those lessons into practice. Finally, Pat Sweet rounds up the market research evidence and Reg Price of the CRM Group and Laurence Buchanan of SAP look at six key trends taking CRM into the future.
• Throughout this issue we feature profiles of suppliers of customer relationship management products and services. This information, supplied by the companies, has been checked and validated by management and IT consultancy Lorien Consulting.
International Consultants' Guide 2002
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Market Overview