Integrated Customer Management

11th Dec 2000
This in-depth report sets out a vision of "Integrated Customer Management" (ICM) - an approach to customer communications, service and organization that, critically, defines an integrated channel, customer and functional perspective. The paper begins with an introduction to integration and customer management and goes on to discuss forces of change in the new economy, focusing particularly on changing consumer behavior and expectations, and new competitive forces and organizational pressures for change. The "integration imperative" is posited, and four key components of customer integration are identified: customer orientation, customer insight, customer interface, customer invention. Finally, some potential obstacles to integration are discussed. This paper is supported throughout with graphs and illustrations.

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