Report

September 2002

Focus On Customer Experience, Not CRM

Bruce Temkin 		CRM debacles make for hot news stories. But not all of these efforts need to end in failure. Instead of throwing CRM applications at relationships, successful firms will adopt a more customer-centric approach.
by Bruce Temkin with Harley Manning, Katharine Gardiner

THE LANDSCAPE
  • Whirlpool dismantles its field service group -- and improves the repair experience for customers.
  • Brother International invests $1.7 million on CRM to improve service levels and gets a two-year payback.
ANALYSIS
  • Customer experience management (CEM) efforts are customer-centric, process-based, and milestone-driven.
  • Don't obsess over a 360-degree view of the customer.
  • All team members should evaluate projects against CEM.
WHAT IT MEANS
  • There will be a field service renaissance.
 
Figures & Data
  • Figure 1.  Customer Experience Management
  • Figure 2.  Firms Must Increasingly Satisfy Customers' Hierarchy Of Needs
  • Figure 3.  Evaluating Projects Against CEM Standards
  • Figure 4.  Assessing ROI Opportunities
   
RELATED MATERIAL 
  • Methodology
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • Systems integrators share their CRM insights.
  • Another Dell best practice: Less is better.
  • E.piphany gets three out of four.

 

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Document Type: Report
Archived Teleconference:
The 2010 Customer Experience Index
Original air date: Thursday, February 18, 2010
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