CRM baffles organisations

The biggest challenge facing organisations is that many do not understand customer relationship management (CRM).

This is according to Doug Leather, CEO of Reap Consulting, who says differentiation in society has become increasingly challenging while sustained competitive advantage can no longer be developed via product, price, communications and geographical footprint.

Leather is a speaker at the ITWeb CRM 2.0 Summit taking place on 30 August at the Forum in Bryanston.

He believes there is a trend that shows there are areas of good service in organisations, but that these areas differ across various branches of the same organisation.

“This leads to inconsistencies in the organisation in regards to levels of customer service. This lack of consistency is the cause of frustration for many clients,” he says.

Leather goes on to say for a business to have a successful CRM programme, it requires symbiotic relationships within the company.

“CRM can not be successful solely from the CRM department - the whole organisation needs to be involved or at least be aware of the CRM strategy to truly reflect a customer-centric organisation.”

The summit will address key issues facing enterprises that interact with and manage customer communications.

The revolution of customer expectations and the changing technological environment are a few of the areas that will be examined at the event.

Leather will give attendees an overview of what he calls the 'customer-centric blueprint', which they can apply to their business.

This, he says, will give attendees an idea of where to start their journey in CRM and show why making customer management strategy execution a distinct and recognised competency makes business sense.

For more information about the event and to book your seat, click here.