© 2011 Sixhills Consulting LtdIntroductionRecent discussions have revealed a number of common challenges businesses are facingInability to convert customer data into knowledge and drive returns from CRM investments• Available data on customers is not generating sufficiently useful insights to adapt to their changing needs, nor target those generating most profit• Some organisations have made substantial investments in technology, but no one knows how to use it• Inadequate customer knowledge undermines loyaltyInability to convert customer data into knowledge and drive returns from CRM investments• Available data on customers is not generating sufficiently useful insights to adapt to their changing needs, nor target those generating most profit• Some organisations have made substantial investments in technology, but no one knows how to use it• Inadequate customer knowledge undermines loyaltyCost reduction efforts call for dramatic improvement in marketing effectiveness• Marketing budgets are being reduced as part of cost-reduction programs• Marketing returns are diminishing, requiring increased expense• Marketing initiatives not reaching the right people with the right messageCost reduction efforts call for dramatic improvement in marketing effectiveness• Marketing budgets are being reduced as part of cost-reduction programs• Marketing returns are diminishing, requiring increased expense• Marketing initiatives not reaching the right people with the right messageRapid erosion of product and service competitiveness• Competitive environment is eroding the profitability of current products and services• Customers are defecting to competitor’s products and services• Increasing price pressure from growth of aggressive sourcing and client cost reduction programmesRapid erosion of product and service competitiveness• Competitive environment is eroding the profitability of current products and services• Customers are defecting to competitor’s products and services• Increasing price pressure from growth of aggressive sourcing and client cost reduction programmesIncreasing complexity of customer interactions across multiple channels and touchpoints• Customer servicing and sales costs are rising with proliferation of touchpoints• Customer interactions can not be tracked easily• Customer experience is inconsistent across channels and touchpointsIncreasing complexity of customer interactions across multiple channels and touchpoints• Customer servicing and sales costs are rising with proliferation of touchpoints• Customer interactions can not be tracked easily• Customer experience is inconsistent across channels and touchpointsBusinessBusinessPerspectives on Business to Business RelationshipsP2
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