Your organisation probably has the knowledge it needs to deliver superior customer satisfaction - the challenge is in bringing it together and acting on it. If you don't you are putting your relationships with customers at risk. While customers may regard the organisation as one entity, the employees themselves do not act as one. Back to top Becoming customer-centric Before adopting CRM software or establishing a call centre, take a step back and look at your organisation from a customer's perspective. To be customer oriented requires a fundamental cultural shift for most organisations.
Most organisations think they understand their customers' needs.
However, when the company began analysing its customers' needs, it learned this was not always the case. To some customers, it was more important that the contents of a package arrive in one piece than arrive on time. To date, many eBusiness and eGovernment initiatives have rested on the concept of call centres to deliver customer service. In some cases, poor management of call centres has resulted in a 'sweatshop of the new millennium' reputation, where productivity is relentlessly measured and wages are low. Many pundits are predicting the death of the call centre, as automation increases and the web replaces human contact.