Citation
(2002), "Show them you care (customer relationship management)", Measuring Business Excellence, Vol. 6 No. 4. https://doi.org/10.1108/mbe.2002.26706dae.006
Publisher
:Emerald Group Publishing Limited
Copyright © 2002, MCB UP Limited
Show them you care (customer relationship management)
Show them you care (customer relationship management)
L. Fisher, Accountancy (UK), Vol. 129 No. 1305, May 2002
Argues that the technological side of customer relationship management (CRM) is often divorced from customer service and predicts that over half the CRM software projects between now and 2005 will fail due to inadequate strategy planning, poor information and difficulties in measuring/monitoring CRM. Points out that true customer service means making the customer's transaction easier, cheaper, faster or safer; and that asking him/her for too much information can have a negative effect. Identifies the basic requirements from a CRM system, looks at alternative definitions of CRM and sidebars the telephone customer service system developed by Standard Life.
Comment: Another highly readable, journalistic article that addresses the potential problems of technology-driven CRM. Fisher explores the dangers of having too much customer information and consequently looks at other ways to approach the issue of good customer service.