CRM = Human Capital Management

From "Customer relationship management (CRM) is regarded as “understanding the customer”, but many organisations and technology developers approach it as a data-segmentation and profiling exercise. I contend that effective CRM must also involve adopting a 360-degree view of the performance of the staff who manage customer relationships.

Managing customers is only truly possible through managing customer-facing staff. It is simply not possible to achieve effective CRM by only looking at one side of a multi-faceted issue. Systems and solutions geared to analysing customer data are only analysing part of the picture.

Overlooking how the staff who deal with customers are performing is perhaps the biggest issue affecting customer satisfaction. If maximising revenue from customers is an organisation’s objective then a simultaneous objective needs to be the maximising of service delivery to customers."

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