Steve Downton, Downton Service Management Consultants Ltd, Noventum Group
Why it is important that the CRM and Service Strategy come together
The importance of a coherent Service Strategy is now a significant factor in achieving success. The extended enterprise concept effectively means adapting every aspect of the business to the realities of customer dominance. The days of a “supply economy” or “demand economy” have been replaced by the “customer economy”. The business must now reflect this customer power in all the ways it operates and manages. The question of a service strategy and how it links with the business strategy can now be seen to be critical to the success of the business.
The detailed aspects of how to deliver a delineated strategy need to be effectively debated, and attention given to the vexed question of the role of CRM within the strategic framework.
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