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Home : Customer Management : Higher-quartile performers
Higher-quartile performersHigher-quartile performersHighest-quartile performers will be high business performers. They will already have a well-developed people and systems infrastructure and a mature, customer-centric culture. All of the characteristics of top-performing companies mentioned in this book will be in place. These companies 'know who they are', what they offer and which customers they are managing. They are flexible in their planning, and their decision-making ability allows them to react to market changes quickly. Their IT systems and culture will be customer-focused, so that, for example, their databases will contain the full customer 'context' across any channel and transaction, data capture will be consistent across channels, a common set of business rules will apply, for example offering prompts as to how an individual contact or transaction should be handled, irrespective of medium (that is, on the Web, in the call centre or sales force, in partner intermediaries or in retail outlets). The business rules help identify issues and opportunities, and rather than being given to uninterested agents will be used by empowered service staff as the context demands. The benefit for these companies from further investment in CM is likely to be lower overall, because they have already achieved a great deal. We have no evidence of ever-increasing benefits from CM investment. These companies, and there are not many of them today, receive a good rate of return from smaller, often tactical initiatives, but these higher returns are from a smaller investment. 204
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