Missed customer loyalty opportunities
One of the goals often cited for implementing CRM is an improvement in customer loyalty. That sounds like a logical objective, and knowing more about your customers and the history of your interactions with them certainly helps you understand how to keep them coming back.
Still, there's a long way from the starting point to the ending point in the life cycle of a loyal customer, and there are a lot of pitfalls. In short, a lot of efforts that cite customer loyalty as a goal never result in actions that ever impact the customer - they end up as internal activities that collect data, collate and analyze it, and then result in no actionable insights - or worse, insights upon which no action is taken.
This activity may result in improvements to processes, but if your goal was customer loyalty, those internal improvements are not enough.
Read the full article on E-CommerceTimes.com.
