Andrew Boyd nails what’s wrong with the current vendor-centric view of customers and CRM, and accurately describes the sorry state of the viewpoint of many organizations. Andrew:
“Leads are owned by marketing, prospects are owned by sales and customers are owned by accounting — unless there is a problem and then they are owned by support, or unless the company is trying to sell them more stuff, then it is sales or marketing again.”
‘Zactly.
By the way, there is a phenomenal conversation going on at the CRM2.0 wiki, which was set up by colleague and CRMGuru Paul Greenberg. Check it out.
I did some systems integration work a several years ago where the client had at least seven different and distinct definitions of “customer” depending on the function and department. Wiring it altogether was the easy part – getting everyone to agree on a common definition (and then realization that they would have to restate their historical reports) was another. That is when it dawned on me that we needed to define “customer” and model “business processes” from the customer’s point of view, not a superset of the collective departmental views.
Thanks for stopping by strategyst — you’ve got a great site here. Looking forward to diving into the VRM discussion.
-Andrew
Ownership Models = Vendor-Centric?
The idea seems to be that promoting the ownership of functional areas by specific players is insular and therefore bad but it occurs to me that unless someone or some specific team owns leads, prospects, sales, customers, and support then no one does a…
What a world we’ve grown…where approaching our business from a customer’s point of view is “novel”! Great site. Keep up the good work.
Good site. Thanks:-)
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