Reversing the Customer Role in CRM

In association with
30th Mar 2006

In a recent issue of Peppers and Rogers e-newsletter Return on Customer Monthly, the idea of using customers as members of the R&D team emerged. A study by IBM as cited, involving 750 CEOs worldwide, who listed customers as the third most important source for innovative ideas, behind employees and business partners, while traditional internal R&D functions was listed as most important by fewer than half as many as those listing customers.

By Scott MacStravic, Ph.D.

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