By Scott Wallask, Insider Learning Network
I couldn’t help but hear a coworker wrangling with a Internet provider today on the phone, and as I listened to her simple questions that apparently weren’t getting answered, I thought to myself, “This customer service rep just doesn’t get it.”
That notion echoes a line in the executive summary of a new survey report by Temkin Group about the current state of the customer experience:
We found that only 3% of firms were “customer-centric organizations” while 33% of firms were “customer-oblivious organizations.”
I suspect the company on the other end of my colleague’s line was of the latter ilk.
I see an associated pattern frequently emerge in the SAP CRM world: You can have the greatest CRM system, well-thought out during implementation, installed and configured with expertise, and oiled to run at 100 mph. But if you also staff an interaction center with aloof employees, your CRM setup won’t generate much more than grief from your customer tugs-of-war.
On the cheerier side, Temkin Group’s research
also indicates that companies recognize the importance of CRM, as 65% of survey respondents want to be customer experience leaders by 2013.
Those direct transactions with customers are prime ground to plant leadership ideals.
Follow Scott on Twitter @sapcrm_observer.