Tham khảo tài liệu 'mastering the essentials of sales to close every sale_4', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 21 CUSTOMER RELATIONSHIPS IN A SLOW ECONOMY The slow economy has companies scrambling to find more-profitable customers. As sales continue to move at a snail s pace CFOs are pushing budget cuts as a top priority. In the struggle to regain lost ground many companies make one major mistake They fail to improve customer relationships. According to Gartner Dataquest worldwide customer-relationship-management spending on software and services reached 23 billion in 2000. Ideally this huge investment should deliver greater insight into customers smoother customer communications greater customer loyalty and healthier profits. However independent research paints a different picture. Customer satisfaction has not improved. According to a 85 Copyright 2006 by Gerhard Gschwandtner. Click here for terms of use. MASTERING THE ESSENTIALS OF SALES study by the University of Michigan Business School between 1994 and 2000 customer satisfaction declined an average of percent. Companies ignore customer behavior. Forrester Research Inc. found that only 23 percent of companies currently improve their online operations by making use of the data associated with how customers use their Websites. A study by Broadbase Software Inc. found that 90 percent of online shoppers click to a competitor s site if they experience poor customer service. Companies fail to weed out unprofitable customers. According to Newton Massachusetts-based Meridien Research 20 percent of a bank s customers generate about 150 percent of unadjusted revenues. At the bottom end about 30 percent of the customers actually drain 50 percent of the gains realized. But cutting the bottom end without analyzing customer data can backfire. For example First Union Corporation found that what it had considered the lowest fifth of its customer base in income was actually its most profitable segment. Companies fail to boost customer loyalty. A customer loyalty study by Deloitte Research showed that when manufacturers set targets
