Understanding the needs and value potential of customers is key to maximising business value. But many businesses have some fundamental disconnects in their organisation - often due to the lack of consistent information to support decision-making.
For example, IT departments are finding it difficult to deliver the management information that business users need; CEOs are trying to manage by economic profit, but their business units can't provide the right information; Sales and Marketing want to know where best to invest their budget, which customers they should go after and where they should focus retention efforts.
CRM was once seen as a 'magic bullet' to solve these issues, factilitating excellence in understanding and meeting customer needs - but implementation has often proved disappointing. PA's approach, distinct from that of others, is driven by business considerations.
Our philosophy is that delivering business value from CRM comes from closing these four critical gaps in performance...
1 - Insight gap - attractive propositions
2 - Execution gap - effective and efficient processes and organisation
3 - Agility gap - ability to change
4 - Value gap - valuable customers.
