CRM Unplugged: Releasing CRM's Strategic Value
CRM Unplugged: Releasing CRM’s Strategic Value by Douglas Turk and Philip Bligh is an excellent little book. While not much more than a standard business text on CRM, this book does provide a lot of practical tips on CRM implementation that businesses can implement on their own. Also, it clearly discusses the relationship between customers and marketing and how this relates to implementing CRM.
Turk and Bligh clearly show that organizations can foster greater sales and profits by following specific marketing and customer strategies when marketing and customer are well aligned. Moreover, they also clearly show that a business can reap more benefits from investing in CRM by paying for less in direct marketing channels, thereby allowing an organization to cut spending on channels that do not yield results. Lastly, they show that by removing one piece of the business “jackpot,” other business functions such as finance and human resources will have an easier time operating at maximum capacity.
This book clearly states that companies should invest in CRM to reap maximum profits and value. It shows that by following a specific marketing strategy across all organization departments, a company can reap more revenue and build more customer loyalty. Furthermore, by removing one channel of cost-effective marketing, a company can free up other channels for growth. Finally, by paying less for marketing, the company can afford to pay less indirect expenses. This allows for a business to be more profitable while spending less on direct marketing costs.
The authors clearly demonstrate that a business can reap a greater value by following a particular marketing strategy through increased sales and profits. Additionally, by removing one channel of cost-effective marketing, a company can free up other channels for growth. Finally, by paying less for marketing, a company can afford to pay less indirect expenses. Thus, this book clearly demonstrates that by reusing and recycling as much of the marketing budget, a business can reap greater profit and spend less on direct marketing costs. Furthermore, by paying less for marketing, a business can afford to pay less indirect expenses. Thus, this book clearly demonstrates that by reusing and recycling as much of the marketing budget, a business can reap greater profit and spend less on direct marketing costs.
The first thing that anyone who owns a business needs to know is why they own a business and how it works. The owners obviously invested a significant amount of time and money in developing and improving the product or service they are selling. Therefore, some value in the company can be converted into cash flow to sustain itself and continue to make profitable profits. The more valuable the information and data available to a company, the easier it will be to find a solution to any problems that customers might encounter.
Once the value is identified, there must also be a strategy to ensure that customer dissatisfaction does not continue to affect sales and profits. This is where the book comes in to ensure that every aspect of the company is armed with knowledge and information that will allow it to adapt quickly and efficiently to changes and emerging challenges. There are some processes that CRM unplugged emphasizes, such as Six Sigma, Kaizen, Lean Six Sigma, and Adaptive Manufacturing. The strategies laid out by CRM unplugged will ensure that a business continues to thrive and be at the forefront of its industry.
Another way that CRM unplugged can help a business increase its effectiveness lies in training the management and staff that work with the customer. Having a good understanding of customer purchasing decisions and the ability to forecast the customer’s behavior is crucial to a business’s success. By implementing training into the organization’s everyday work, the employees will better understand how to address the customer’s needs and turn those needs into a profitable strategy.