Organisations that are capable of sensing what’s important to customers and then engaging the resources of the entire organisation in response will always dominate the marketplace (Haeckel, 1999). The Re-View phase is not about reviewing things against what went before but about gathering together an ‘outside-in’ view of current performance, learning to sense what’s important to customers, and measuring the end-to-end organisational response capability.
KeywordsCustomer Relationship Management Customer Demand External Demand Frontline Staff Senior Management Team
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