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Letter From the Editor
Michael Maoz - 7 January 2002
As hard times sucked the wind out of the sails of many customer relationship management (CRM) initiatives, naysayers began to whisper that perhaps CRM is just another fad, and perhaps it's time to return to business as usual. However, it's too late for that. CRM is already under full sail, changing the expectations of customers and partners everywhere, and "raising the bar" for how business — and in the near future, government — will need to relate to customers to earn their respect and secure their repeat business. In this month's Spotlight overview, we acknowledge that processes to orient business around the customer require at least 36 months of persistent effort and consistent messaging from the top down. These processes also require boldness and imagination, at a time when many of us feel less confident. Although we have found that as much as 75 percent of CRM initiatives have not fundamentally enhanced the experience of the customer, we have also seen pockets of dramatic successes that indicate the trend line is improving. Read more
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