Thursday, March 30, 2006

Mistakes in Customer Strategies

From the CRM Mastery E-Journal, few excerpts from the book Passionate & Profitable by Lior Arussy:

“After decades of relentless effort in putting the customer first, it seems that the holy grail of customer delight continues to elude big and small corporations alike.
In Passionate & Profitable (John Wiley & Sons), [Lior Arussy ] holds up a mirror to show executives the 10 fatal flaws their companies make -- from "putting lipstick on a pig" (hiding faulty business processes behind cosmetic marketing and customer service initiatives) to taking "technology shortcuts."
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Executives go to CRM seminars, read the right articles, learn the right things, but when it comes to the crunch they fail to act on their learnings. They know but they don't do. "Education without execution is just pure entertainment, and Lior illustrates this beautifully in his book," says Tim Sanders of Yahoo.
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However, all is not lost. Salvation comes from making the right critical choices, as many as possible from among the 10 in Arussy's list. From defining the role of the customer in your business and clarifying the kind of relationships you seek with customers to actually deciding which customers to select and which to drop. From avoiding silo-based ways of viewing the customer to adding innovation and value through post-sales dialogue.

A proponent of CEM (customer experience management), Arussy brings this all together in his chapter on customer experiences, which, as he rightly claims, are the building blocks of customer satisfaction and the catalysts for differentiation.

"Wow" customer experiences are delivered by inspired, passionate employees, but only when there is a lifelong commitment on the part of the company, not one-off initiatives with an eye on quarterly results or fashionable but soulless CRM programs. You can't fake it, either with customers or employees, Arussy says.”

Seems like a great read. Look forward to a review of this on this site in the near future.

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