Articles By Laura Pollard
Companies practicing customer-centricity (i.e., enterprise CRM) have been lying for decades. They have been telling untruths to themselves, and to others, about what customer-centered management really is, and what is truly required to deliver it.
Turf protection, the roar of power struggles, and self-preservation don't create collaborative cultures.
CRM still means different things to different people.
Will we ever learn to modify our behavior, learn to collaborate around integrated data files that contain the bits of customer information?
When I meet someone who says he is implementing CRM, I always ask, "CRM management" or "CRM marketing"? You would be surprised at the number of times the term CRM (which I believe should include all aspects of customer relationships) is used to describe narrow marketing programs, loyalty programs and marketing automation software implementations. In fact, I recently visited a leading CRM site to eagerly read a promising article about CRM only to discover it was about a financial institution's marketing program.
Posted 05 Jun 2001