Many organizations approach CRM (customer relationship management) implementations with a tunnel-visioned focus on driving sales. But in doing so, a huge opportunity to build more meaningful relationships with customers is squandered. In a recent Harvard Business Review article, Context Partners CEO, Charlie Brown, dives into why this opportunity is often overlooked and more importantly, the key components of getting the most out of your CRM system.
“CRM should be an executive concern, not just an IT one. Because it involves software, many companies make it the CTO’s responsibility. But relationship management also depends on policy, incentive structures and people. In the brand-driven environment of modern commerce, no strategy impacts your business more than how relationships are managed, inside and outside the organization, and that’s an executive role if ever there was one.”
Read more on HBR.org for Charlie’s essential components for aligning your organization to get the most out of your CRM.