講述某谘詢公司關於業務外包的觀點英文(ppt 25頁)

MEA CULPA
(Confessions of a CRM Consultant)

Let’s start with a fundamental truth: Most of what you’ve been told about Customer Relationship Management is wrong. Nobody was lying. It just seems that an astounding number of experts had inflated expectations. And no one, including us, was immune.

After five years of plunging down the path to the promised land, we think it’s high time we all stopped, took a deep breath, and examined the lessons of the past few years.

This book is our attempt to do just that. What has emerged, we hope, is a useful collection of common sense when it comes to CRM. We don’t claim to have The Truth, but we think this book is a decidedly positive step toward finding it.

– The Consultants of Deloitte
MOTHER KNOWS BEST

Pull out your project org chart. Is Mom on your project team?

At one time or another, everyone involved with CRM gets infatuated with technology’s bells and whistles. How could you not with all the efficient, wonderful, and truly amazing things it can do?

But technology is cold and logical, and if that infatuation becomes the centerpiece of your initiative, you’re in for a rough ride. You’ll miss the human touch. And so will your customers.

So before you ever, ever think about introducing technology into your customer relationships, make sure you’ve got the basics of customer service right.

Remember the lessons you learned from Mom.
HOW MAN BECOMES APE

Has anybody noticed how many truly awful customer relationships are being produced in the name of CRM?

While the big chiefs wax eloquent about customer centricity, bizarre things are happening when their companies attempt to achieve it.

Annoying phone calls at dinner from telemarketing agents? CRM run amok.

Hyper-aggressive Customer Service Reps who try harder to up-sell you than to solve your problem? CRM poorly translated.

Infuriating 14-level voice response systems that absolutely refuse to let you talk to a human? CRM on bad steroids.

Why is this happening? Why are so many customers getting harassed rather than helped?

More often than not, it’s because the people handed the CRM mandate are put under enormous pressure to quickly demonstrate bottom-line impact. So the lofty vision of customer centricity quickly devolves into short-term sales efforts and cost reduction initiatives.

And it works. For a while. Until short-term sales techniques and dehumanizing technologies turn once-happy customers into hacked-off customers.

Increasing revenue and aligning costs are imperative. But do so in ways that don’t monkey with your customers.

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