98 6.7 Technology consequences?
types of campaign responders. Campaigns will be tested and sampling tech-
niques introduced to test offers, and analytical tools will get more and more
powerful, allowing intelligent campaign planning and just-in-time response
metrics.
Chapter 7 argues that this new CRM, embracing mass media-replacing
CRM, will not stop there. Planning and control functions will be featured
more heavily. Traditional brand management functions will be absorbed into
the CRM flame of reference as well. However, it is worth making the point in
the context of this section that for large companies CRM is increasingly
extending itself into the marketing domain. The consequence is that CRM is
likely to be allotted much larger budget allocations and much greater strategic
status within the organization.
6.7
Technology consequences?
What are the technology consequences of this all-encapsulating CRM likely
to be? And how will large companies redefine themselves to cope?
The first likely consequence will be the end of the function known as
"customer support." CRM is overtly focused on communications with cus-
tomers and extracting maximum lifetime value from those customers once
they are secured. Therefore, supporting the customer and ensuring consis-
tently high levels of customer experience is a key requirement for customer
retention (and CRM). Consequently, support functions cannot inhabit an
island separated from other key disciplines of the business. Similarly, market-
ing messages aimed at these retained customers cannot be generated in
isolation and without knowledge of the customer's current status or satisfac-
tion and loyalty level (I'11 come back to the distinction between satisfaction
and loyalty in a moment). Messaging and timing of marketing messages must
be appropriate. Cross-selling ancillary goods or services may be perceived as an
element of customer support processes; after all, no party should be in doubt
that the relationship exists only so that money can change hands--resulting in
utility for both parties. An effective CRM strategy, in other words, requires
customer orientation across business disciplines and a holistic approach to
customer management.
But let's return to the concept of customer satisfaction and discuss the
role it, and the measurement of it, plays in best-practice CRM. Customer sat-
isfaction studies conducted by market research agencies often produce results

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