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Bangkok Post, Thailand, guest column.
Byline: Deirdre Hutchinson
Aug. 4--WHEN THE FRONT LINE IS YOUR CALL CENTRE: Ask any of your business colleagues what customer relations management (CRM) is and you're likely to get a myriad of different responses. The majority of people will say it's an IT system, some will say its how you deal with your customers or a way of gaining efficiencies and maximising productivity.
In fact, CRM is all of this and much, much more. CRM has been most commonly viewed as a piece of software that is implemented and magically cures all a company's problems and this is the main reason that up to 55 percent of CRM implementations fail.
When your business processes are not customer focused, or your marketing department isn't not talking to your call centre, your staff are not trained adequately or the employees are not clear on their ...
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