Tag "customer-centric"

Great Customer Experiences Start with Great Customer Data

On Saturday, I got a call from my broadband company on my mobile phone. The sales rep pitched a great limited-time offer for new customers. I asked him whether I could take advantage of this great offer as well, even though I am an existing customer. He was surprised.  “Oh, you’re an existing customer,” he... more

Don’t Rely on CRM as Your Single Source of Trusted Customer Data

Step 1: Determine if you have a customer data problem A statement I often hear from marketing and sales leaders unfamiliar with the concept of mastering customer data is, “My CRM application is our single source of trusted customer data.” They use CRM to onboard new customers, collecting addresses, phone numbers and email addresses. They... more