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Customer Relationship Management: The Bottom Line to Optimizing Your ROI by Dr. Natalie L. Petouhoff, Dr. Jon Anton

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Market

Visibility is everything; and that is the goal of this step. If you have information about the levels of service, good or bad, but it stays in three-ring binders or is sent to people with too much to read, you know it will end up continuously being shuffled to the bottom of the “to read later” pile. Of course the intention is there to read it; no one would ever really mean to shelve a report they asked for, but the truth is that in the fast-paced world of business, in our fire-fighting modes, most of us don't even have time to open up all of our e-mails, much less read details of some large report, even if the report is about an important entity: the customer.

And that is why, if there is an organized meeting where the information is collected ...

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