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Private Companies Will Face Increased Competition for Sales in 2013 - Newport Board Group Releases Seven Strategies Designed to Improve Customer Retention
Date:4/3/2013

San Francisco, CA (PRWEB) April 03, 2013

Rapid technological advances in Customer Relationship Management (CRM) have created opportunities for companies to serve new customers around the world in ways never before imagined. Even small private companies are rapidly going global, deploying a variety of technology-enabled mechanisms such as offshore call centers, customer self-service technology, social media sales initiatives and email marketing.

But these advances, designed to facilitate customer contacts and service in new ways, raise a danger. Companies that embrace the various forms of CRM risk losing intimacy with their customers and a nuanced understanding of their needs. As every disgruntled caller to a customer service center knows, enabling call center personnel to access your records is no substitute for really understanding and satisfying your needs. Automated email surveys of satisfaction with handling of calls to your service center are no substitute for human contact at a high enough level in both organizations to understand how your company needs to better serve the customer.

No Man’s Land

The risk that technology will lead to the loss of the human touch with customers’ parallels and complements a risk that is endemic to companies in No Man’s Land, the place where growth slows or stops and the company is too big to be small and too small to be big. Every CEO of a private company knows when this happens but many do not know how to move out of No Man’s Land.

Private companies generally lose their way and move into No Man’s Land when the founder loses touch with customers without building capability to replicate the hands-on attention he or she used to give customers when the company was small. Sales departments are created and CRM systems are implemented, occasionally to excess. Often, it takes the loss of a major client or a client crisis to ring an alarm. Sometimes a chain reaction e
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