Harvard Business Review

CRM done right

CRM done right

Once a black hole, CRM is becoming a basic building block of corporate success.

  • 읽기 소요시간

Article

CRM done right
en

The full version of this article is available on Harvard Business Online (subscription required).

The Idea in Brief

Frustrated by high costs and dubious payoffs, managers that used the first customer relationship management (CRM) systems came to view them as over-hyped IT investments. Accordingly, CRM spending plummeted between 2001 and 2003. But now CRM system sales are soaring, as executives from a wide variety of industries tout CRM's value.

What's changed? Rather than trying to transform entire businesses through full-scale CRM implementations, companies are applying CRM in disciplined, focused ways—and getting more from it. How to realize the same benefits from your CRM initiatives? Use CRM to solve highly specific customer-relationship challenges—such as accurately diagnosing call center customers' problems. Invest in real-time information—the holy grail of CRM—only where it's needed. For example, a hotel manager requires real-time data on room availability, not on customers' opinions about room decor. Equally crucial, use what you learn from successful smaller CRM projects to tackle larger problems.

By knowing where in your business to deploy CRM, and how, you stand to score impressive revenue gains—as companies like Kimberly-Clark, Ingersoll-Rand, and Brother have done.

Read the full article on Harvard Business Online.

베인에 궁금하신 점이 있으신가요?

베인은 글로벌 리더들이 중요한 이슈를 해결하고 기회를 놓치지 않도록 지원합니다. 고객사와 협력하여 지속되는 변화와 성과를 창출합니다.