Rex

Some organizations consider all of their constituencies to be customers. If that's the case, there needs to be a CRM strategy that addresses each, 

Rex

as well as a prioritization of the customer groups so there is an understanding of whose needs should be met first if, for example, 

Rex

the needs of two groups conflict. That information must then be communicated throughout the organization.

Rex

How is this all different than in the past? 

Rex

Customer influence. Customers today are increasingly expecting a more active role in their relationships with the organizations they value. 

Rex

They want to give feedback that actually gets used in developing products or improving service.

Rex

 They want to participate in creating marketing campaigns, deliver service to other customers online, and share their expertise.

Rex

 More and more, customers today demand to be heard. 

Rex

They want to help formulate what partnership and profitability and customer experience mean and how those things impact them.

Rex

Organizations that don't recognize this do so to their detriment.