My spin: I’ve been readnig Why CRM Doesn’t Work and it’s a pretty good read. While I don’t think it’s a MUST read, it sure will ligh a fire under those of you who really do want to use technology to offer better customer servie. Guess what though? This book is NOT all about the technology of CRM but of the business decision that must go into making CRM successful.
Case in point.
You’ve got to car manufacturers. Both have tech tools. Both ask for customer information. But guess what, with one, I think it was Lexus he mentioned, when you get in your car (at least at this particular dealership) your favorite radio settings are pre-programmed for you!
He goes on with examples like this of how it’s not so much the technology of CRM but what companies do with it.
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