Let the Voice of the Customer Engineer Your CRM Implementation
(12/8/2003) CRM Project Volume 4
By Jodie Monger, Ph.D., Customer Relationship Metrics
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Based on insight gained from listening to the voice of their customers, companies can better design their CRM processes.
The voice of the customer is conspicuously missing from most discussions about CRM. We talk much of the technology; we talk even more of integration of that technology; we talk of ways to get people within the organization to use the technology; we talk of ways that we believe CRM will benefit our customers. Yet we seldom listen to the voice of the customers themselves.
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