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July 2005 Newsletter |
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CUSTOMERCENTRICTIMESeZines: May 2005 > July 2005 > September 2005 In this issue of CustomerCentricTimes; 
SRD Group Soapbox
CRM CornerOur CRM corner this month has two articles that are worth reading regardless of where you believe you are on your CRM journey and the results you have achieved.
“For CRM to fully succeed, everyone – senior management, middle management, and frontline employees – must be vested, not just in the implementation of CRM, but ultimately in embedding CRM as a long-term and integral piece of the company’s value proposition to its customers.” This is taken from IBM’s article “Doing CRM right: What it takes to be successful with CRM” - Executive summary view, CRM global study. Michael Melzer has a real point to make in his article “Successful CRM Depends On Communications”.
Growing GREAT Customer Experiences ForumSRD Group are pleased to announce that we have established another very valuable relationship in the area of Customer Experience and CRM, with Reg Price.
Reg is a very experienced consultant in customer strategy. He has recently returned to New Zealand from projects he has undertaken in UK and Asia. Reg was National Marketing Director of several NZ based service firms and co-founder of a customer research consultancy in New Zealand. He teaches executive courses on a regular basis at the Auckland University School of Business, focusing on CRM, Key Client Management and Services Marketing. Recently he has been involved in a promises management project in Singapore which looked at how to best manage expectations and delivery of the fundamentals. He has also just completed a project in Kuala Lumpur for a multinational on improving their customer experience. Watch this space for more on how SRD Group and Reg will be helping organisations raise their customer experiences.
The Voice of the CustomerThis month we start a new segment in the CustomerCentricTimes – The Voice of The Customer. We will be providing articles, feedback and papers that we believe are interesting on this topic. We will have regular contributions from our partner, Duncan Stuart of Kudos Organisational Dynamics, a small, innovative research company that operates out of Auckland but conducts research throughout the Asia-Pacific area.
We kick this off with a paper by Jennifer Kirby of The Customer Management Community. Jennifer says “Customer feedback is kick starting CRM programmes, improving product design and enabling six sigma projects. Feedback is the petrol driving ‘sense and respond’ organisations. But what is feedback, how do you get hold of it and, crucially, how do you refine it into an asset?” Read more on Customer Experience - the Voice of the Customer
SRD Group Consulting ServicesSRD Group primarily consult on CRM, Growing GREAT Customer Experiences and Customer Satisfaction/Experience Survey Programs. We also provide consulting and facilitation services for sales and marketing efficiency and effectiveness improvement. More recently we have also started facilitating workshops on the Balanced Scorecard approach to Performance Management. If you are interested in finding out more about SRD Group please drop me an email neil.s@srd-grp.com.
The Last Word“There is no such thing as expecting too much” – Susan Cheever.
Neil Stewart and the team at SRD Group. SRD Group Limited |
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We talk about CRM being a ‘journey’ and we have many people who agree with this view. We also hear of many organisations that, even though they recognise it is a journey, continue to take the easier route, particularly the route of ‘technology is the silver bullet’! They continue to invest and re-invest money in technology rather than carefully investing in all the five factors for CRM success: