"We’ve done CRM, we’re concentrating on CEM!" – reverberates worldwide. In many companies CRM = Technology; CEM = Customer Focussed Business. Leaving aside the terminology debate, 'the business' seems belatedly to be taking a lead on the customer front. But they should have been there from the start, plotting and planning technology adoption with IT, to enhance the customer proposition. To think IT is now 'done', is a gross mistake: IT is an Aladdin’s cave of potential business opportunity that needs communal management.
By Jennifer Kirkby
About the author
Jennifer Kirkby is the CMC's Strategy & Business Analyst.
Currently a Director of White Waves Ltd, she was formerly CRM Research Director for Gartner, where she was a primary architect of The Eight Building Blocks of CRM and advised numerous Fortune 500 companies across Europe and Asia on their customer strategies, techniques and CRM technology.
Prior to that Jennifer was with the UK’s Modernising Government initiative running programmes to demonstrate how CRM techniques were applicable to Public Services. This followed 15 years of marketing practice in financial services and manufacturing, where she had roles in marketing research, database marketing, brand and product management, business development and strategic marketing.
She holds a degree in Economics from Leeds University and professional qualifications in Marketing, Market Research and Programme Management.