Organisation transformation to customer cenrticity

Abstract

Organisations today are continually looking for ways to achieve a competitive advantage. As margins shrink, competition is heating up, and industries are consolidating. While customer expectations for quality, service, and delivery intensify, businesses are reducing staff and, at the same time, searching for ways to arm employees with information to make better decisions and innovate. Customer Relationship Management is a customer-focused business strategy designed to optimise revenue, profitability, and customer loyalty. By implementing a CRM strategy, an organisation can improve the business processes and technology solutions around selling, marketing and servicing functions across all customer touch-points. A primary objective of CRM is to provide the entire organisation with a complete, 360-degree view of the customer, no matter where the information resides or where the customer touch-point occurred. Today, many businesses manage different aspects of customer relationships with multiple information systems, which weaken customer service and ultimately reduce total sales potential. To realise the benefits of CRM, it is important to have an integrated solution across all customer information systems, tying together the front and back offices for a complete view of customers in order to service them better.