Successful companies build their business around the customer. They know who their most valuable customers are and understand their needs and buying habits. They target and tailor their offerings and personalise their interactions with their customers. Successful companies design and continuously improve business processes across their entire ecosystem – including partners, suppliers, resellers, and distributors – to respond quickly to changing customer needs.Essentially, this is what CRM is about. It’s a customer-centric business strategy – not a technology. This white paper explains how to approach CRM as a business strategy that can help organisations cope with three of today’s most urgent business imperatives:
- generating new growth
- attaining operational excellence
- enhancing competitive agility.