Marketing Shouldn't Always Drive Customer Strategy

Topics:
CRM,
Marketing Strategy
Tags:
Better Management.com,
Management,
Marketing,
Strategy
Source:
Better Management.com

Vendor Registration: required

Overview: Customer strategy lies - or should lie - at the heart of customer relationship management. Marketing is uniquely positioned with regard to developing customer strategy. It is often the area linked to all the elements needed to develop customer strategy. These include external market information, such as competitive intelligence, data about trends in customer attitudes and behaviors in the market place (not just with relation to the company and its products). It also includes internal company information about overall corporate strategy (is the focus on revenue growth or profit growth?) as well as, in many instances, detailed customer behavior and transaction information, customer profitability (across multiple products), satisfaction data and retention/attrition/loyalty information.

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