On seeing the financial benefits of an improved customer experience

An article on CRM daily, written by Natalie L. Petouhoff and Brian R. Johnson from Hitachi Consulting in the US, provides interesting insights into the quantifiable benefits of an enhanced customer experience. All too often CRM applications are implemented just to replace a legacy system, because of a management hype, or due to an intangible need for a new and consistent customer experience. Natalie and Brian provide interesting insights into how to tie the customer experience to financial long and short term objectives of a company and ensure accountability and commitment from senior management through a tie-in with financial reporting standards. Read the article up to page 4, as it turns to a bit of a sales pitch after that.