This generates quick wins and builds support and confidence. Company support and financing are likely to decline without short-term results. Companies must execute CRM on an enterprise-wide basis that provides a seamless interactive experience for the customer. Frameworks that promote sharing of customer data and open lines of communication are crucial. Learn to Learn.
Successful organisations are prepared to learn and to make mistakes.
Implementing a CRM strategy will be an iterative process - no one in the auto industry has done this before. And while competitors can purchase the technologies and replicate the processes of a successful CRM company with relative ease, duplicating the internal skills of a successful CRM organisation is far more difficult. Knowing and satisfying the demands of your existing customers while mining for innovative product niches to dazzle new customers is clearly the winning strategy for the next century. Customer Relationship Management is the map for that dimly lit road. John Cunningham and Randy Barba are partners in Andersen Consulting's Automotive, Industrial and Transportation practice.