Customer Relationship Management: Getting It Right!

Chapter 12. Understanding the Process Component

Process is the second of the CRM infrastructure components. All companies use processes, but as with the data component, many companies do not really know what processes exist in their organization. In Chapter 1, we discussed the three value disciplines identified by Treacy and Wiersema: operational excellence, product leadership, and customer intimacy. It is likely that processes are well documented only for operationally excellent companies, for the rest their processes are not formally identified, defined, or managed. Process knowledge is passed on by word of mouth, by example and through on-the-job training. In today's marketplace, employee loyalty has become somewhat of an anachronism for many ...