As companies compete in today’s increasingly competitive marketplace, they often find the need to transition their operations from product-focused models to newer, customer-focused approaches.
Ultimately, CRM is this mindset that places the customer at the center of business activities. Successful CRM initiatives are able to ingrain this customer-centric mindset deeply into the organizational culture and business model. CRM initiatives that fail to manage this shift are likely to join the 70 percent of companies whose CRM efforts have under-delivered and under-performed.
Consequently, CRM leaders reflect extensively about the tools and tactics that proved most helpful to them in managing this shift from product focus to customer focus.