2001
95% of UK companies do not have a clear customer-focused strategy
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05 April 2001
New research conducted by PA Consulting Group in association with Compaq, SAS and Siebel Systems reveals that although 89% of respondents claimed that managing customer relationships is vital to the success of their business, 95% of the same sample group do not manage these customer relationships to their best advantage.
The research, based on interviews with over 100 companies in the UK, finds that customer-focused initiatives are seen as important, but particularly so by sectors where information content is high, or where significant changes in the competitive environment are forcing companies to redefine and improve their activities.
Ian Murray, a member of PA's Management Group and business leader in 'Capturing Customer Value' comments:
"This research outlines a critical requirement for accelerating success in a customer-driven organisation."
The survey outlines that companies must combine all of the following four ingredients to create a winning recipe for success:
- ensure total board-room and enterprise wide buy-in
- actively measure and quantify benefits
- ensure that the maximum value is drawn out of a technology investment
- unite people and technology for outstanding performance
The survey was endorsed by Professor Adrian Payne of Cranfield School of Management (and an author of the acclaimed business handbook "Creating a company for customers") who comments:
"It is important to study the experiences of early adopters of customer relationship management, particularly the successful ones. By doing so, we can obtain benchmarks against which future projects can be measured and, just as importantly, we can build a picture of the factors that distinguish successful CRM adopters from those who are struggling, dissatisfied or uncertain. This survey has an important contribution to make to visualising success."
The report also features case studies of three FTSE 100 companies - Bass Brewers, HSBC and Rentokil Initial - that showed strengths in each of the above areas. These snapshots provide unique insights for other companies trying to achieve a high-level of customer focus.
Ian Murray continues:
"The results of this survey are worrying, but PA and our partners are committed to raising awareness of both the issues and the solutions. We are urging organisations to take note of what can be done to deliver superior value, not only to their customers, but also to create a profitable and healthy organisation for all stakeholders."
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For more information, please contact:
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| Lavinia Pickles |
| PA Consulting Group |
| 123 Buckingham Palace Road |
| London |
| SW1W 9SR |
| United Kingdom |
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Tel: +44 20 7333 5392 |
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Fax: +44 20 7333 5107 |
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E-mail:
lavinia.pickles@paconsulting.com |
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Notes to editors
PA Consulting Group is a leading management, systems and technology consulting firm, with a unique combination of these capabilities. Established almost 60 years ago, and operating worldwide from over 40 offices in more than 20 countries, PA draws on the knowledge and experience of some 3,700 people, whose skills span the initial generation of ideas and insights all the way through to detailed implementation. We are proud that our clients say 'PA makes it happen'. www.paconsulting.com
SAS is the world leader in e-intelligence software and services, enabling its customers to turn raw data - including the vast quantity generated by e-business - into usable knowledge. Founded in 1976, the company markets packaged business solutions for vertical industry and departmental applications, as well as an integrated suite of software tools and consulting services. SAS software and services are used at more than 33,000 business, government, and university sites in 115 countries. Headquartered in North Carolina, USA, SAS has offices in Marlow, Manchester and Glasgow, as well as an office in Dublin in Ireland. www.sas.com
Compaq is the second largest computer company in the world and the largest global supplier of personal computers. Compaq develops and markets hardware, software, solutions, and services, including industry-leading enterprise computing solutions, fault-tolerant business-critical solutions, networking and communication products, commercial desktop and portable products and consumer PCs. The company is an industry leader in environmentally friendly programmes and business practices. Compaq was established in the UK in 1984 and is headquartered in Richmond, Surrey. www.compaq.com
Siebel Systems, Inc. is the world's leading provider of eBusiness applications software. Siebel Systems provides an integrated family of eBusiness applications software enabling multichannel sales, marketing and customer service systems to be deployed over the Web, call centers, field, reseller channels, retail and dealer networks. Siebel Systems' sales and service facilities are located in more than 37 countries.
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