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"SOAP
BOX" AND KUDOS
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Regularly,
we will comment on particular business issues. These remarks
are pet peeves harboured by one (or more) of ThreeSixtyOne's
consultants or a recent, business-related experience someone
has undergone. Where input has come from sources outside of
ThreeSixtyOne's ranks, this
has been acknowledged, giving the contributor's name, corporate
affiliation and contact details if possible.
"Customer Relationship Management, or just plain
Customer Relationship?"
Much is said and written about CRM in Malaysia today. Most,
if not all of it, appears on a technology platform, however
- servers and CRM software, all promising better and better
customer-handling capability. We're just not sure that all these
boxes, wires and programs really address the problem that they
are supposed to. Systems which identify key customers are valuable
but knowing how to enhance the loyalty of those customers is
then the challenge. We think that a review of all basic customer
handling procedures has a better chance of retaining more customers
than firing off "thank you letters" to select customers.
Often those "thank you" letters are form letters anyway,
and they begin "Dear Valued Customer." So much for
identifying individuals! |
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