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Weather the storms

Lawrence A. Crosby and John Carroll III, in Marketing Management, 01/2008

Every organization engages in some sort of customer experience, relationship, and loyalty management. Yet many senior executives and people directly engaged in customer management would admit that despite significant time, energy, and investment, customer management programs regularly falter. All too often, stock-market-induced crises, hyperactive competitive dynamics, and senior management turnover can cause trauma to even the best-laid customer management programs and plans. The four cornerstones of having a stated customer goal, clear customer strategy, defined customer governance, and customer roadmap can form the basis for a "storm-proofed" customer management foundation.