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Customer Relationship Management 2002 phần 2

nhân dân Đại Kevin C. Klinvex, Matthew S. O'Connell, và Christopher P. Klinvex Trao quyền cho nhân viên bởi Kenneth L. Murrell và kỹ năng trình bày Mimi Meredith cho quản lý bởi Jennifer Rotondo và Mike Rotondo Các Hướng dẫn quản lý Viết bởi Suzanne D. Sparks Kỹ năng cho các nhà quản lý mới của Morey Stettner | 6 Customer Relationship Management Technology Does Not Equal Strategy The past several years have witnessed an explosion in CRM tools especially software applications. According to a recent report from Forrester Research March 2001 45 of firms are considering or piloting CRM projects while another 37 have installations under way or completed. These firms will spend tens of millions on CRM applications often working with ten or more separate vendors. Yet the quality of customer service continues to decline. The American Customer Satisfaction Index compiled by the University of Michigan s Business School declined an average of 7.9 between 1994 and 2000. At the same time the number of on-line sites where consumers can post their customer service complaints for the entire world to see has risen dramatically. What s going on here If CRM is the powerful weapon we say it is then why isn t service improving We believe the problem stems from confusing technology with strategy. In both large and small-scale efforts it s not uncommon to see the term CRM used as shorthand for the technology that supports the strategy implementation. As you can see in Figure 1-1 your CRM strategy should drive your organizational structure which should in turn drive choices around technology implementation. Yet individuals and organizations become enamored of the technology applications and forget that that they must start with a CRM strategy. The language confusion doesn t help. Countless articles and reviews of CRM tools and technologies never mention strategy. They imply or even come right out and say that the only thing you need to do to have effective CRM is buy the right application. Yes the right application is critical. But it is your CRM strategy that informs which application will be right for you. A recent conversation with a new client vividly illustrated this point to us. Steve is the general manager for a new resort located in a remote setting. What s your approach for customer .