Chapter 2
Connecting with your customer to create a customer intelligent company
To understand the future you need to understand the past and this chapter looks at some of the reasons why companies still find engaging in meaningful customer-based activity very hard to accommodate. We will explore:
- Why you should move your thinking from being a customer-centric company to being a more customer intelligent company?
- What is the impact of the inequity of investment in infrastructure and the actual delivery of a customer experience? In the theatrical world this is like investing in
- a set but not in the script, story or actors.
- What is the legacy of the 1980s/90s investments in CRM systems and the relative lack of understanding about how to embrace ...
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