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Pull ahead of competitors with a helping hand of customer experience

by Scott Wallask

September 20, 2010

By Scott Wallask, Insider Learning Network

You might want to tape the phrase “customer experience” to your screen for future reference because the words are gaining traction these days.

Just last week, my colleague, Bob Croce, posted a piece about the customer experience advantage as detailed in our latest issue of SAPinsider.

Here’s a thought-provoker: For enterprise executives, customer experience is the next mountain to conquer to keep an edge over competitors, customer experience expert Michael Hinshaw told me recently.

The snag in that goal? Executives have a difficult time measuring customer experience, and thus aren’t clear how to improve the effort, said Hinshaw, managing director at MCorp Consulting in San Rafael, CA.

One piece of that puzzle is to use your SAP CRM systems to not only follow transactions, but also track information that forms the basis of c ustomer experience—such as how customers feel about a process or service and what would make them more loyal to a brand. And the reality is, when a company shows interest in a customer’s thoughts, the customer may become more loyal, Hinshaw said. In other words, improved customer experience may feed off itself.

Expect to see more about this topic during SAPinsider’s CRM 2011 conference, which takes place March 22-25 in Orlando.

Follow Scott on Twitter @sapcrm_observer.

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