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Unformatted text preview: http://feinberg.CRMproject.com 1 At Any Time…From Anywhere...In Any Form Customers prefer to deal with those companies that are the most consistently accessible. Total customer touch … at anytime … from anywhere … in any form. This ease of customer access to a company’s brand will be the critical element of global business strategy. Yet our research makes it abundantly clear that not all businesses use customer access as a key component of their business strategy. Of those that have customer contact centers, few deliver the strategic value capable of a contact center. Customer contact centers and Internet access must develop at the core of an overall strategy to allow customer access and deliver customer value – anytime and anywhere. Envision Discover Personalize Interact Connect White Paper WRITTEN BY Dr. Richard Feinberg is the Director of the Center for Customer Driven Quality at Purdue University. He is a professor of Consumer Science and Retailing, the former Department Head and former Director of Purdue University’s Retail Institute. He teaches classes focusing on Customer Relationship Management, consumer behavior, and leadership. Dr. Feinberg is also responsible for the development of executive education programs within the Department of Consumer Sciences and Retailing at Purdue. Dr. Jon Anton is with the Department of Consumer Science and Retailing at Purdue University and acts as a consultant and researcher for Center for Customer Driven Quality. He specializes in enhancing customer service through inbound call centers and teleweb centers using the latest in telecommunications and computer technology. Mike Trotter is the Executive in Residence with the Center for Customer Driven Quality at Purdue University. Prior to joining the Center, Mike spent 12 years managing and leading call centers and customer contact centers. He has worked for such companies as Schwab, Fidelity, Ruppman Marketing, and AFFINA Corporation. Richard Feinberg Mike Trotter Jon Anton Purdue University http://feinberg.CRMproject.com Customer Access is the New Marketing Paradigm The marketing engine that defines how we do business still works, but it doesn’t work nearly as well as it needs to. In the future the winners will be those who provide customers with access throughout the enter- prise. A single corporate brand to customers. A single corporate brand for employees to better serve cus- tomers. Customers will prefer to deal with those com- panies who are the most consistently accessible. Total customer touch …at anytime… from anywhere…in any form. This ease of customer access to a company’s brand will be the critical element of global business strategy. It really is very simple. If you want people to solve problems right now, give them ”right now” infor- mation. And magically, if you want employees to create an enhanced customer experience (internal and/or external), give them the right information exactly when they need it....
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This note was uploaded on 02/25/2012 for the course CSR 332 taught by Professor Staff during the Spring '08 term at Purdue.
- Spring '08