CRM Does Not Mean Customer Satisfaction

[Howard Larson]

So you finally did it. You went out and made the investment in some fancy CRM (Customer Relationship Management) software, Excelent Now what. You really think that is the key to giving you higher Customer Satisfaction ratings?

Ha! Although companies continue to spend a fair amount of money on all sorts of CRM solutions their customer satisfaction ratings have seen little if any improvement.

With traditional CRM technology the focus is on consolidation customer data not managing customer requests. It seems that customer requests are still only bounced around between different departments in the CRP “silo” electroicaly now. Even the best of the best CRM strategy won’t work unless customer requests can be managed from start to finish.


Larson Notes: The key here is to think of CRM activies from eh customers point of view. If you can take your CRM strategy and business process initiatives with the emphasis on the customer you will be able to deliver a greater value to the customer and do it faster


Howard Larson
Larson & Associates
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