Winning on the Customer Front
Mon Aug 25, 2003 - Tue Aug 26, 2003
To many senior executives, Customer Relationship Management (CRM) is a principally a technology - one that promises a better understanding of customer needs but usually fails to deliver real results. This focus on technology and its failings have been driven by the bold promises of package vendors on the one hand, and on the other, the litany of project failures featured in the popular press. With overall budgets tight and its reputation marred, CRM can face an uphill battle for executive support and project resources.
Senior CRM leaders from a broad range of companies convened in Short Hills, New Jersey to share experiences and debate best practices. Among the themes of that discussion:
- Tight alignment with business partners is a key success factor
- Measuring benefits is difficult but necessary
- Focusing on user value can overcome adoption problems
- Implementation success requires project management discipline
For further details about this meeting, see the full Meeting Summary referenced below or select from the menu at right.
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