The Customer Activist

This organisation has a talented CRM Director who has transformed the way customer relationships are managed through collaboration between the Marketing and Customer Service functions. This has delivered customer offers and experience based both on a customer's value and their needs.

This organisation has a talented CRM Director who has transformed the way customer relationships are managed through collaboration between the Marketing and Customer Service functions. This has delivered customer offers and experience based both on a customer's value and their needs.

However, the organisation is struggling to implement the next stage of the CRM Director's vision which requires investment in systems and the support of the Product Management and Sales functions, who remain focused on selling indiscriminately to a mass market.

This customer centricity profile was used to demonstrate the lack of alignment within the organisation to the Board. Having understood the success already created through CRM, the Board were able to adjust the corporate direction and start aligning the organisation around a new set of goals.