Should companies be paying more attention to customer relationship management (CRM), and should they be using CRM systems?
Gitt: Having the right kind of system in place to gather complaint information just makes sense: the more a company uses a system that helps it gather information about problems immediately and intelligently, so that it can be properly responsive, the greater the probability it is going to have happy customers. Nemetz: I believe the reason we’ve been very successful in terms of customer satisfaction is not all the technology but our organizational structure. With the right organizational structure in place from top to bottom, the service engineer has support from a specialist, from an area manager, from backup support, and from a customer support manager. McBride: With us, in many cases the customer interface is still handled by our client. The role we as an outsourcing firm would play is to provide the client’s call center with real-time information to allow it to have conversations with customers based on up-to-the-minute data. Manufacturers have to decide whether to maintain in-hous
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