Monday, March 24, 2014

Sudahkah perusahaan anda menjadi customer-centric ?

In the future customers, not companies, will manage the relationship

Customer relationship management, known as CRM systems have been at the heart of sales and customer service for two decades but are struggling to fulfil the needs of organisations in today's new customer-centric world. 
That’s the view of Catriona Wallace, chief executive of Fifth Quadrant, an Australian strategy and research company,  who is about to launch her own start-up  in an attempt to upend such business practices.
Dr Wallace believes traditional customer relationship management systems are ill-suited to handling the new breed of tech-savvy customers who use digital technology to interact with organisations and causing a radical shift in the balance of power between customer and supplier - including business-to-business and government-to-citizen relationships.
“We would argue that CRM has been only moderately successful with regard to the customer experience, although it has been able to drive efficiencies and cost savings internally,” she said. “Now, with the rise of customer experience and with organisations trying to be customer-centric that traditional CRM system is going to be of limited use.”
She sees CRM being turned on its head by a new category of business software: the vendor relationship management system (VRM). Here customers control their presence in the system - their personal details, the needs they want fulfilled - and invite suppliers to propose offers that meet those needs. 
Dr Wallace's start-up, Flamingo Ventures, is about to launch such a product, a  ''co-creation platform'' which , she says, ''allows customers and organisations together to create the experience the customer wants,” and will integrate with existing systems rather than supersede them. 
Two recent surveys of top ranking executives - from IBM and from Forrester Research - identified a shift of power to customers as an important topic for organisations.
Chief executives responding to IBM’s global survey identified customers as second only to top executives in terms of their influence on company strategy. Forrester concluded from its survey of chief information officers that giving customers what they want, where they want it and in the way they want it would become a key focus for IT.
IBM ANZ’s interactive experience lead, Ian Wong, said CRM systems did not now fully meet the needs of organisations striving to provide good customer experience, because their view of the customer did not span both digital and physical interactions.
“What organisations need is a single view of the customer, and this is where CRM comes in, but not traditional CRM. It needs to provide a master record for every customer and that master record needs to link up to every interaction the organisation has with that customer. For example [US department store] Nordstrom has tablets in the hands of all the salespeople to get that information.”
Next-generation CRM, Mr Wong said, ensured that every interaction with a customer, whether physical or digital, was coloured by that single view of the customer, and would include both structured data from the company’s own systems and unstructured data gathered from what the customer was saying about the company on social media, or in the shop.
CIOs responding to IBM’s survey, Wong said, “believe that in the next three to five years they will spend 15 per cent more of their time into customer experience management. And customer experience management begins with CRM.”
However, Dr Wallace said, CRM systems would not allow companies to do the segmentation needed to create the optimal customer experience and, more importantly, were designed to put the supplier in full control of the relationship. VRM systems turn this around, giving control to the customer.
“CRM has been successful in taking organisations into models of mass segmentation and mass customisation but CRM has not been successful in moving to true personalisation of customised experiences, with a segment of one,” she said.
“When you look at the billions of dollars that has been invested into CRM in the last 10 to 20 years, the results delivered in terms of having engaged satisfied customers who have a good experience have been very low.”
“Within two years, three at the outside, I would expect there to be significant numbers of VRM applications that consumers are using to put pressure on their organisations. These will completely change the CRM world,” Dr Wallace said.

She also expects established players to rapidly transform their offerings to better serve new customer needs. 


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