Customer Relationship Management: Getting It Right!

8.4. Assessing Findings

Using all the information you have collected internally and externally, you now want to summarize what you have learned and analyze your findings to produce the strategy. All programs, even those that don't involve technology, follow the same basic assessment steps: consolidate findings and analyze results.

All of the following sets of findings are real, although they are not from a single company. We will be learning from XYZ Corporation's experiences throughout the rest of this book.

XYZ Corporation is a medium-sized company founded in 1992 and headquartered in Chicago. XYZ manufactures and sells environment management equipment (electric fans), as well as environment management consulting and product support to a broad ...