Be honest: why are you implementing CRM? To make relationships smoother, which serves both you and the customer, or to make transactions smoother, which serves just you?
Customers know the difference, says JC Quintana. He is author of CRM to the People; also Speaking Frankly About Customer Relationship Management, and the upcoming Serious Relationships: The 7 Elements of Successful Business Relationships due out in June.
JC is the founder and president of the Corporate Relationship Group, which helps companies resolve business relationship challenges; and before launching his company, was the Global Head of Customer Strategy Innovation with Hewlett Packard. Most recently, he delivered the customer keynote at eXtreme Lisbon, and he’s here to tell us more about customer strategies: