Customer Relationship Management, 1st Edition by Pearson

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The relationship-oriented organisation

The realisation of the customer intimacy value discipline places demands on the organisation. The ultimate goal is that individuals within the organisation derive motivation from their collaboration with customers. Customers should provide inspiration to the organisation to further improve performance. The opposite situation, such as that described in the Practitioner’s Insight on page 67, should be prevented. Customers with whom providing advice and effort proves to be a waste of time should, in fact, be referred to the competition. Furthermore, the organisation also should invest in its mission, culture, personnel, structure and operating systems in order to create an environment in which striving for ...