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Vol 28 - No 04 - May 2002 The Five Attributes Needed to Capitalise on CRM They say actions speak louder than words. So with that excellent philosophy in mind, this article will focus on some of the key actions the service director must take to capitalise on Customer Relationship Management (CRM). This article will focus on the fact that one of the underlying powers of CRM is that it is not isolated to one department. It flows across the business from Marketing through Sales into Service. It is this continuum thinking that we must capture and harness if we are to take full advantage of CRM. We have to change our mindset from thinking in terms of a sale of the product into providing the customer with a solution that satisfies needs. From sales into relationships and from isolated transactions into a virtuous circle of interactions. Page number: 9 Word count: 2000 Related Topics: Customer relations management
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