2nd May 2003

Exploit Current Investment in CRM to the full

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For some, CRM has been a triumph. For others, particularly customers, the case is out. Prior to making further heavy investment in new CRM technology, many organisations want to 'sweat the asset' ie make the most out of their existing investment. This paper from BT Exact discusses this using the example of an eContactCentre case study and describes how to 'sweat the asset' now, as well as to identify longer-term technology opporunities including IP, Broadband and 3G/Mobile. The key is to undertake a customer lifecycle analysis to give the customer an 'expectation shock' - providing a customer experience perception which greatly exceeds expectation.

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