Transforming Customer Contact

Companies must realign customer treatment in accordance with customer profitability by undertaking major changes in CRM strategies.

This paper, excerpted from the third volume in the "Defying the Limits" book series sponsored by Accenture and published by Montgomery Research, Inc., describes how to transform customer tyranny to a customer meritocracy. The authors cite examples of how leading companies substituted transformational programs for piecemeal CRM improvements. By Robert E. Wollan and Paul F. Nunes