Customers
Putting the ‘Relationship’ Back Into CRM
There are three important ways in which customer relationship management (CRM) practices often fail.
There are three important ways in which customer relationship management (CRM) practices often fail.
Companies need to understand and manage the rising threat of online public complaining.
Companies should organize their service innovation processes to be more open to external ideas.
In buyer-supplier relationships in which companies depend on one another, performance may improve.
R&D alliances with suppliers or universities are more likely to be fruitful.
Service companies shouldn’t worry about teaching their customers too much.
As companies use self-service technologies, responsibility for service quality shifts to customers.
Too much familiarity with customers can backfire, but engaging in multisided conversations can manage the risks.
RESEARCH BRIEF: A dynamic array of different customer types makes for a stronger business model.