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CRM was at the heart, if not on the agenda, of my company-wide meeting

by Scott Wallask

June 11, 2010

By Scott Wallask, Insider Learning Network

Innovation was a theme at my company’s off-site meeting today, and one of the central points I heard applies to any business, regardless of whether you sell SAP CRM publications, pencils, or wedge heels.

My colleagues continually pushed the idea that innovative customer solutions will keep business strong, particularly in an unstable economy. To me, that notion isn’t too far off from the cornerstones of CRM.

CRM and innovation both bloom by:

  • Watching customers from all angles and taking ahead-of-the-curve steps to keep them happy
  • Capturing useful customer information at various steps of a transaction and then tailoring marketing messages to those consumers accordingly
  • Ensuring that you don’t lose customers that you later have to re-sell your product to

At my meeting, we also talked about saving money—what organization isn’t interested in that?—and the above points can guard the corporate coffers.

It occurred to me as the company gathering wrapped up that CRM, even if it isn’t strictly defined as such by your business, really does flow through many things we do every day as part of our jobs.

Follow Scott on Twitter @sapcrm_observer.


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