CM is 'champion' based

CM behaviours (for example, customer profitability analysis and managing customers based on their value) are often not embedded in the culture of an organization. Hence, people change roles and their thinking is either lost or moves with them. We have seen examples of this in companies that have repeated a CMAT after a year or so. Scores often fall in a previously high-scoring area because the relevant senior manager or a key player in the particular area has moved on.