The Unifying Theme: Know Where You are and Measure What You Achieve

In nearly all the issue areas discussed above, there is a common theme - know where you are and measure what you achieve. Many mistakes in CRM are based on using untested assumptions about which customers a company has, what their value is, what they want and what they are prepared to do, what capabilities the company has to meet these needs, or from not measuring the results of improvement actions and learning from the measures.