Customer identification: must know and identify the customer across marketing channels, transactions and interactions (Tools:availability of customer information and records to all functions who may interact with customer)
Customer differentiation: some customers are more valuable to the company than others (Tools: analysis of customer lifetime value; coding, sorting and routing)
Continental Airlines has introduced a Customer Information System where every one of Continental’s 43,000 gate, reservation and service employees will have access to the history and value of each customer.
The system suggests specific service recovery remedies and perks such as coupons for delays and automatic upgrades.
The system provides more consistent staff behavior and service delivery.
“ Past history with other management fads and mounting evidence from the field suggests that most firms will fail to gain even a fleeting advantage from their CRM initiatives. Many will be purely defensive, having been initiated to keep up with the leaders or to narrow disadvantages. Meanwhile, firms such as Oracle, Siebel and the Peppers and Rogers Group are busily diffusing best practices, and hundreds of software vendors are making their latest database, call center, and sales force automation software widely available and economical to use, thus ensuring that all competitors are equally equipped.” -- George Day