How do you manage CRM (customer relationship management) implementations at Wunderman?
A. CRM is not just about a software that will automatically manage customer relationships. CRM is the creation of strategies and processes to build customer loyalty, which are then supported by technology. The promise of a CRM programme is captivating. But in practice it can be perilous. When it works CRM allows companies to gather customer data swiftly, identify the most valuable customers overtime and increase customer loyalty by providing customised products and services. It also reduces the cost of serving these customers and makes it easier to acquire similar customers down the road. But when CRM doesn’t work, it can lead to a huge debacle. To have a successful CRM programme, we need to keep the following in mind. First, senior management support. My experience has been that whenever the push for customer relationship has come from the top, the programme has been more successful. I have seen this with Hero Honda, where the chairman himself has invested time and effort in conveying
