InteractCM - Fact Sheet - Customer Management

Customer Management involves five different but related steps. These steps involve the establishment and maintenance of high quality customer information, the actioning of the customer information to create knowledge for the organisation and acting upon this knowledge to create value for both the organisation and its customers.

To fully realise the value, it is important for employees and senior executives to have an understanding of how value is created. Employees need to understand why it is important to ensure that that Customer Information is of high standard. They also need to understand how Customer Information is turned into Customer Knowledge, to have an understanding of what Customer Knowledge is and how this is actioned to create value for the organisation.

If employees and executives do not have a full understanding of the importance of high quality Customer Information and its use in creating Customer Knowledge to drive value, they are less likely to take ownership of the CM strategy, and so, the customer asset will not be utilised to its full potential.



	High rates of customer record duplication
	Limited evidence of benefits from CM technology
	Limited knowledge of customers the organisation is acquiring, retaining & losing
	Lack of "customer focus" through a lack of awareness of the importance of each step in the CM process
	Lack of ownership from customer facing staff and knowledge workers as to the importance of their role in the CM process
	Knowledge workers do not fully utilise the CI because they do not trust accuracy.


	Employees at all levels of the organisation have a full awareness of the CM model and how each stage can effectively add value to the organisation
	Employee understanding and awareness of the value of effective customer management ensures that the organisation has a strong customer focused culture throughout the organisation and at different stages of the CM process
	Alignment of the cultural aspects with the CM process results in greater success in retention, growth and acquisition of customers


	Provide comprehensive workshops to ensure all customer-facing staff fully understand the CM process and how their contribution (in terms of ensuring that CI is of a high standard) contributes to effective marketing strategies, increased cross-selling, retention and acquisition of customers
	Provide comprehensive workshops to ensure all knowledge workers fully understand how to turn CI into CK and how their roles contribute to creating value for the organisation.

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