Tham khảo tài liệu 'the new science of enterprise marketing fourtoutici_3', kinh tế - quản lý, kinh tế học phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | PLUG MARKETING INTO CRM 109 exploit your skills in customer analytics provide unique access to customer or market data enable strong service cultures or accelerate merger and acquisition strategies. But don t get hung up on measuring every twist and turn of your CRM initiative. Believe it or not CRM projects underpinned by rigorous ROI analysis are more likely to fail than those in which the numbers are less rigid The reason is that in the rush to assemble rigorous business cases to justify CRM implementations significant attention is paid to the things that are easy to measure typically cost savings and less attention is paid to the revenue-generating and customer-driven parts of the equation. In extreme cases marketing and the customer demand creation side of the equation are completely ignored. There s an old saying that describes this situation You get what you measure. A rigorous business case focused on cost savings will yield exactly that cost savings. Furthermore if marketing and the voice of the customer are excluded from the process there will be a tendency for the focus of the CRM initiative to shift inward. Certainly a business case that is looser in terms of assumptions around increases in revenue and ultimate cost to serve customers may not meet with accolades from the CFO but it will clearly indicate that the focus of the CRM vision has shifted beyond the four walls of the company. Simply put a leading indicator for success is a less rigid business case in which marketing perspectives have been fully integrated across every aspect of CRM design and implementation. THE OTHER OPTION Of course there s always the option to do nothing to sit tight and stay on your current course with CRM. In this scenario where no company in an industry does anything to distinguish its offerings to customers price becomes the only definition of customer value as opposed to specialization convenience service or other forms of differentiation. As a result companies seek to
