Customizing Communication and Solutions to Achieve Results


Each person conducts business differently, and we all respond to different stimuli. Some people want an e-mail channel, some want a phone channel, some want to visit you, and others want you to visit them. Therefore, I think the communication channels you use initially depend upon whichever channels are preferred by the customer. You then modify the channel based on whether the initially chosen channel was successful. It's like a restaurant. You offer meat, fish, vegetables and starches, but in the end you serve what people buy. Similarly, when acquiring new customers, you must offer the normal communication channels, and then listen to the customer and find out what he or she wants.

Customization must be addressed on two fronts. As described above, you must tailor your communication channels to reach individual customers. But, you must also offer product or solution customization.

In customer relationship management, if you have the same business processes as your competitors, then you have no competitive advantage. The biggest company will win because of the lowest cost of production. Establishing a competitive position takes strategic tailoring. So we have record keeping systems, if you will, and those can be homogenous. They are contact management systems, and they are part of our basic solutions. You have to have that capability to work "out of the box." But when you get into the business rules and business processes, and the escalation and workflow rules, that's what makes CRM really valuable. Of course, this all varies from company to company, so an effective solution that addresses these rules and issues must be customized.




The CTO Handbook. The Indispensable Technology Leadership Resource for Chief Technology Officers
The CTO Handbook/Job Manual: A Wealth of Reference Material and Thought Leadership on What Every Manager Needs to Know to Lead Their Technology Team
ISBN: 1587623676
EAN: 2147483647
Year: 2003
Pages: 213

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