Steve Downton, Downton Service Management Consultants Ltd, Noventum Group
They say actions speak louder than words. So with that excellent philosophy in mind, this article will focus on some of the key actions the service director must take to capitalise on CRM. One of the underlying powers of CRM is that it is not isolated to one department. It flows across the business from Marketing through Sales into Service. It is this continuum thinking that we must capture and harness if we are to take full advantage of CRM. We have to change our mindset from thinking in terms of a sale of the Product into providing the customer with a solution that satisfies needs.
From sales into relationships and from isolated transactions into a virtuous circle of interactions.
Although we provide solutions today and do consider the holistic view of the full solution uniting state of the art technology, innovative design and full support, the problem is we still tend to think in terms of product-by-product or family-by-family.
In addition the focus is on producing shorter life cycles of development through to end of life and thereby reduced costs and increased margins. Compartmentalising the product helps to produce product but does it help us retain customers, and build lasting customer relationships.
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