Cultural barriers to customer satisfaction

Company culture is the biggest stumbling block to the
introduction of customer relationship management strategies, according to
research by BT.

The research shows that company culture was cited by 46 per
cent of cases as the main barrier to adopting a customer relationship
management strategy, despite 76 per cent of those companies surveyed which had
introduced such a system claiming that it had improved customer satisfaction
and retention. Forty two per cent believed the strategy had increased profitability.

Clare Arnold, BT head of customer relationship management,
said, “What is shocking is that company culture seems to be getting in the way
of improving profitability and customer retention.”

But of the 207 companies surveyed only 7 per cent had a
completely integrated strategy that allowed all departments to access all
relevant data in a customer relationship strategy.

www.bt.com

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