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February 20, 2005
Customer orientation of companies: we are, oh so personal
Companies talk a lot about customer relationship management (CRM). There is also hardly any company that doesn't have something written in their communications material about how great they are treating their customers, and that they want to embrace the customer.
How to test their sincerity?
A simple test are the letters that they send to you. Frequently, the address on the envelope addresses the person personally.
It hardly ever says Managing Director, or, to the Finance Director, Mr./ Ms or Head of Household. The name of the person is written on the label, thank Microsoft for the MailMerge function in Excel.
What will happen when you take out the letter from the envelope? Frequently the opening line still says "Dear Sir/ Madam", "Mr./ Ms. Mrs." or "Dear Executive". Not personal enough - thank you very much
This simple example reveals that all the talk of customer orientation of companies is still mainly lip service, and it doesn't go beyond the first layer - in this case, the envelope.
customer relationship management
Posted by Andreas at February 20, 2005 04:48 PM
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