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J Calhoun
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Articles by this Author:
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DRIVING LOYALTY BY MANAGING THE TOTAL CUSTOMER EXPERIENCE
by J Calhoun
While companies realize the value of CRM technologies, many of them use the technologies for specific purposes, such as targeting customers better and maximizing the opportunities for cross selling. Most companies, says the author, fail to set and meet a broader, more strategic goal, improving customer loyalty and creating advocacy. Only an integrated, strategic approach will unlock CRM's full value and improve the customer's total experience with the organization across the entire enterprise. As the author writes, "improving customer relationships and increasing loyalty aren't simply about managing interaction with customers better, but about serving them in a fundamentally improved way." In the articles, he outlines a road map that will help managers re-define the customer experience so that those very customers will remain loyal and think better of the company, whether they're dealing with order fulfillment or accounts receivable.
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