Chapter 20. Ensuring Consistent Customer Service Across Channels

“Focus on your customers, figure out what they need and want. Make it easy for your customers to do business with you!”

Excerpted from Customers.com, Patricia Seybold (1998)

A knowledgeable friend recently asked me whether customer relationship management (CRM) was truly a new business approach or simply a repackaging of old concepts. Needless to say, having been in the CRM industry for 17 years, this question got me thinking. I conclude “yes,” CRM really is a new business approach resulting from two complementary factors. First, CRM allows customers to conduct business with a company the way the customer so desires; this is new and quite important to many customers. Second, CRM ...

Get CRM Automation now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.