Customer Focus a 'Myth,' Says Top CRM Exec in CRMToday.com Editorial
Most companies' claim to put customers first is just paying "lip service" to customer focus, according to an editorial at CRMToday.com by David Williams, CEO of How To Experience. In the editorial, Williams explains why most companies fail at customer focus -- and how they can succeed. CRMToday.com is an online resource for businesses that need CRM (customer relationship management) solutions.
(PRWEB) June 25, 2007 -- Most organizations are fooling themselves if they think they excel in customer service, says David Williams, CEO of How To Experience. Williams' editorial at CRMToday.com describes the customer focus shortcomings of most businesses and explains what they must do to succeed. CRMToday.com is a business to business online resource that helps companies improve their CRM (customer relationship management) (http://www.crm2day.com/editorial/50421.php).
"The last 10 years have convinced me that virtually all organisations could do 'customer focus' better," Williams writes in CRMToday.com. "The internal 'stickers and brochures' campaigns, the new bold talking PowerPoint are harmless and well meaning. But they change nothing and challenge no one. At worst, they are divisive -- with unclear objectives that distract the organization from its core objective."
"Organizations make money from customers to give to investors," says the CRMToday.com editorial, and for a business to make money, customers must see customer benefits. Traditionally, businesses have tried to attract customers by cutting prices, but customers are increasingly "cash rich and time poor," meaning that they value customer benefits such as quality service and convenience over price. As CEOs try to balance investor demands for profit with customer demands for service, the customer focus is often lost -- resulting in lower profits.
Virgin Atlantic is great example of a company whose success is the result of true customer focus, according to Williams. To attract customers for whom getting to the airport and through check-in was a hassle, Virgin advertised that they would pick up customers and conduct the check-in on the way to the airport. "They were brave enough to invest in things around the customer's real needs," Williams writes.
"If organizations can find a way to integrate efficiency with added customer value, everyone can win," Williams says. CRMToday.com links businesses to the best CRM solutions to meet their specific needs in creating customer focus and customer loyalty (http://www.crm2day.com/).
CRMToday.com provides business information, resources and interactive tools that help companies improve their customer relationship management. Expert advice from industry professionals, company profiles and other features make it easy for businesses to learn more about how customer relationships can shape a company's consumer loyalty.
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