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Enterprise-wide Customer
management |
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Dancing to the same
tune |
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The CRM imperative |
Breaking
new ground(Introduction)
No matter how you
dress it up, the nitty-gritty of front-office/back-office
integration is unlikely to be a source of inspiration for any
but the most introspective techie. All the same, in the
customer-centric organisation, embracing the principle
constitutes perhaps the single most important milestone to
gaining a single view of the customer.
Making
friends
Becoming customer-focused may
ultimately mean adapting the entire structure of your
organisation, but few companies are ready for radical change.
Jane Lewis looks for an evolutionary way forward
Speed
limits(IMPLEMENTATION)
Swift and efficient
implementation of a cross-functional system depends on
overcoming cultural and technical barriers - like the need for
buy-in across the organisation, disputes over budgets, and the
problems of combining old and new technology. Jane Lewis
reports
Revolutionary
ideas(interview)
Don Tapscott, Web guru and
advisor to Bill Clinton, tells Jane Lewis and Jyoti Banerjee
how IT advances have spawned a new generation of techies - the
N-geners - who will transform the way we do business
Cross
fertilising(Case Study)
Whether bringing
together different arms of a global operation, tying up
separate brands or simply getting cross-UK departments to
share data, the tricky part isn't just installing software;
it's getting staff to adapt to it. David Longworth and Steve
Bell report on three users' experiences
Single
vision (data management)
Assembling data on
customers from the variety of areas in which it resides can
often be a major headache. Tatum Anderson investigates recent
initiatives to ease the pain
Personality
disorder(Final Say)
Every time I hear the
term customer-centric, I think of my local telephone company,
and stifle the urge to gag. Despite years of deregulation,
aimed in part at making telephone services more
customer-centric, my local phone monopoly is still the ugly,
impersonal monster it always was. To cite one of many
examples, it's so far behind the information revolution that
it can only guarantee the quality of digital transmissions to
a maximum of 4,800 bits per second. So if you happen to be a
customer with data transmission problems at anything above
4,800 bps - in other words, anyone using a modem today -
you're out of luck.
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