Austria
Austrian companies score well and are above the European
average in all areas. They know which customers they want to manage and how
these customers behave. They have developed solid propositions and have
well-developed infrastructures, in terms of people and IT, which can support the
proposition. Customer Management Activity, the day-to-day management of
customers, is also solid. Measurement performance is good. They score
particularly well in the Customer Experience, listening to customers, and
understanding what they have to do to improve customer management.
The profile of scores against the areas of the CMAT model
which correlate most strongly with business performance (People, Customer
Management Activity and Measurement) while creditably high, is not nearly as
strong as in Switzerland, with the top three areas, People, Customer Management
Activity and Measurement totalling +5 points above average, compared with
Switzerland's stunning 23 points. The results therefore show a solid rather than
an exceptional performance. Although the overall scores are good, Austrian
companies should focus on improving their customer management activity and on developing clearer propositions.
Also, in the critical people area, Austrian companies score only 1 point above
average, so they should continue their work on people and organizational
development in CRM.
Sections
Syndication
