埃森哲Accenture-CRM thought handbook.pdfVIP

An excerpt from The Ultimate CRM Handbook The New CRM Imperative An excerpt from The Ultimate CRM Handbook The New CRM Imperative By: John Freeland Few would question the importance of strengthening customer relationships to the CEO agenda. Regardless of a company’s size or industry, customer issues consistently receive considerable attention in the executive suite—and for good reason. Enhancing customer value, delivering a higher level of service, and enriching the brand all play a critical role in a company’s ability to grow profitably and consistently outpace its competition. Consequently, thousands of companies embraced CRM concepts and technologies during the past decade, often creating significant benefits for their business. And most executives recognize that keeping customer relationships strong and profitable in the future will require the right mix of innovative information technology, more effective business processes, better data management, and new workforce initiatives. 12|2002 © 2003 Accenture. All Rights Reserved The Evolving Focus of CRM Nevertheless, executives have also emerged more frequently, disrupting with serving customers, and attracting grown increasingly skeptical about the stability of entire markets