2nd May 2003

Evolution of CRM: Revitalisng Sales, Service and Marketing

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By the time customers walk into your business, log-on to your website, or call your sales centre, most already know what they want and how much they’re willing to pay. With easy access to mountains of information, today’s customers do their homework, and they now have the upper hand in most purchase transactions. In response, sellers are bending over backwards to improve offerings and services. However, rather than adopt a streamlined “you-want-it-we’ve-got-it” approach, sellers have created a marketplace where products and services are sold, serviced and marketed in an increasingly fragmented and ultimately frustrating way. Never before has so much “clutter” bombarded consumers from so many online and offline sources. Trying to be all things to all buyers, sellers face a harsh reality that brings an old adage to life: you can please some of the people most of the time and most of the people some of the time, but you can’t please all of the people all of the time.

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