December 06, 2002

New Data Leaves No Doubt about Why CRM Results Disappoint

A good article on CRM Guru talks about customer-centricity and how it's key to success in the marketplace. The author's "curmudgeon" tone also makes for a good read. Note too the case study at the end of the article.

"But the excruciating pain, the generator of post-traumatic planning disorder, is that developing customer-centric strategies requires us to trade in our "inspirational" and "creative" planning methods (read "short, sweet and dry") for time-consuming, boring, sweaty, stinky trudging through data looking for win-win opportunities with customers. Opportunities that don't sit up on the surface waiting to be seen but only appear to those willing to muck around in customer input and information long enough to find what competitors have not found—profitable strategies hidden beyond the reach of inspiration and strategic "brainstorms" and first obvious conclusions. Hell, just take me behind the barn and shoot me."

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