The Antidote to CRM: resuilts of our 2012 email responsiveness research
The goal of CRM is to create and nurture the customer conversation, which takes place in bite-sized chunks. A message, an offer, a question, an answer. The arc of the conversation leads to satisfaction and revenue, unless it is derailed. A message, an offer, a question, but no answer. Not a rude answer or a wrong answer – no answer. The customer comes knocking, and we don’t come to the door. Crazy? Or is it business as usual? Which is why I think you’ll find this years’ results absolutely breathtaking.