Steve Downton, Downton Service Management Consultants Ltd, Noventum Group
Understanding the customer's real requirements
Service, generating revenue is a concept not normally considered. The normal assumption is that service, at best, can become more efficient and thereby save money and reduce costs. Applying the real concept of Customer Relationship Management allows the possibility of a profitable service organisation as not only feasible but expected.
CRM is designed to provide a single view of the business, in other words the customer doesn’t identify one person, or group, as salesmen or another as service - this is done through business cards / job descriptions and the like – (even down to the cars provided or dress code expected). The customer has been trained to treat them all differently, and more importantly we have trained these individuals to act differently. The assumption is that a salesperson can’t service and a serviceperson can’t sell. By applying the true concept of a CRM solution, such rigid demarcations do not need to apply. CRM acts as the lens for the customer to focus all the different operations into a single view for the customer.
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