Wouldn’t it be wonderful if someone could design a digital knowledge base that would assure consistency of employee motivation and understanding of the company’s CMR commitment? It’s still true that a high percentage of customer service inquiries come at the store level. Martha Rogers, Ph.D., a founding partner of strategy consulting firm Peppers and Rogers Group, says, “You strive for the customer-focused company, but your face to the customer is manned by individuals who just don’t ‘get it’.”
Sometimes the breakdown comes from lack of motivation, which means you have to give
Sports Authority, the number-one
He makes a point that sums up CMR: “It’s not about selling the most expensive product; it’s about selling the right product to the right consumer. In the end, that builds relationships, and hopefully they will be comfortable enough to recommend us to a friend. We think that’s a solid way of doing business.” 
Training is part of the process, but after that you also have to give the employees the tools to serve each customer knowledgeably. Radio Shack is a good example of how to implement this philosophy. In consumer electronics there are so many products and so much change that training itself could be a
 Martha Rogers, Ph.D., “How Good Customer Relationships Go Bad,” INSIDE 1to1, January 5, 2002, p. 2.
[30 ] Jo Bennett, “Sports Authority Hits a Home Run with Technology and Training,” 1to1 Magazine, January/February 2002, p. 16.
 Ibid., p. 19.
 Ibid., pp. 2–3.
As mentioned earlier, the fact that customer expectations are on the rise does not mean you should try to provide best customer service for every one of your customers. Alan Crowther, managing officer of CRM consulting firm Adjoined Technologies, confirms our case: “Most of the focus [today] is on segmenting the level of service based on the value of the customer. Companies are looking to
Even computers can’t make everyone feel special. This
Don’t try to offer the same service benefits to all customers. Learn what individual customers want. Invest in the ones who can be profitable for you.
Let your profitable and
Customized services not only deepen customer relationships, they also can save expense.
Customers are demanding more information, easier and expanded access, and support through
Enterprises that enable their customers to get better, easier access to information through more channels will increase customer satisfaction by between 5 percent and 10 percent.
Web-based services will be a necessary alternative with
Find the link between customer segmentation and investments in service.
Involve customers in the process.
Above all, look at your business from the customer’s viewpoint. Find ways to
 John Berry, “Vrrrooom—How Companies Can Rev Up Rules Engines to Drive Up Profits,” destinationcrm.com, March 2002, pp. 1–2.