Customer Relationship Management: Getting It Right!

3.3. Understanding the Goal of CRM

Maximum customer loyalty, the goal of CRM, cannot be achieved overnight. In Figure 3-4, we see that, much like Maslow's self-actualization pyramid, you cannot jump right in at the top designing loyalty programs unless you have already addressed all the lower levels of the pyramid.

Figure 3-4. The CRM Hierarchy (Maslow revisited)

As we discussed earlier, CRM is definitely not a sorcerer's stone that will instantly change everything and make all your customers delightfully happy and loyal. CRM usually requires significant changes in your systems, information management practices, business processes, and organizational ...