Customer centric business processing

The last decade has seen the emergence of customer relationship management (CRM) as a technique to underpin organisational performance improvement in improving customer retention, customer satisfaction and customer value. However, evidence suggests that many CRM initiatives fail. Suggests that CRM does not go far enough in changing the underlying culture and systems of an organisation. What is needed is complete customer‐centric business processing (CCBP), whereby all business processes and all individuals are focused on identifying and meeting the needs of customer. Explains the concepts behind CCBP and describes the key organisational changes that are needed to underpin CCBP.