Does CRM Really Work?
The challenge is to connect with your customers, not have the latest and greatest technology. Yes, CRM can work with the right balance of planning, people, and processes. The best practices start with a clear definition of customer expectations and grow into a service oriented organization. The inspiration can come from the top, but success is dependant on the rank and file. Everyone must participate for it to work. The goal is to create a customer experience so phenomenal that your customers become your recruiters.
Word of mouth has always been the best advertising and highly desirable. Today, it is a requirement if a company wants growth and prosperity. Gimmicks may have a short run, but long term success requires much more. Customers have to know that every shopping experience, regardless of channel or season, will be pleasant and meet their expectations.
—Debra Ellis, Wilson & Ellis Consulting, www.wilsonellisconsulting.com