9. The Promise of CRM
For The Customer
offers the potential for customised solutions,
superior service and reduced costs over the
lifetime of their relationship with the firm
For The Firm
ability to gather customer data swiftly,
identify the most valuable customers over time and
increase customer retention
12. What and Who Matters to Whom And In Which Context?
13. « Markets are conversations »
Feedback & analysis
Capabilities Service Customer &
Business Business &
Vision & Customer Business
Strategy Intelligence Outcomes
Value Portfolio
Proposition