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.