Ability to capture every single part of the end-to-end relationship a company has with its customers. Includes sales and service information, marketing data, transactional information and information about who they are.
Published in Chapter:
It's All About Creating Customer Value: Activating Engagement Through CRM-Driven Projects
Jurgen Janssens (asUgo Consulting, Belgium)
Copyright: © 2021
|Pages: 31
DOI: 10.4018/978-1-7998-3919-4.ch012
Abstract
In a digitally (em)powered age, customers expect a service and product experience in line with continuously evolving expectations. This induces great potential for organisations that shape engagement before, during, or after the main customer touch points. Powered by insights coming from the CRM driven 360° view, they entail even more value when enabling a company to quickly and continuously learn from its experiences. This chapter will illustrate that project managers need to master a dual dynamic to attain through activated customer engagement. On the one hand, new types of projects, changing expectations, and shifting habits offer humbling challenges. On the other hand, governance, change, and delivery continue to be the foundational baseline. By integrating theoretical insights and real-life cases, the author wants to stimulate project managers. Rather than seeing the digital era as a transformational tsunami for customer engagement, they should see it as an opportunity to go beyond things in a reality where rapidly changing demand entails growth, learning, and great value.