The Forrester report by Suresh
Vittal @sureshvittal does provide a good
overview of the state of the market with regard to service providers. In particular the "plumbing diagram" provides a good canvas for marketers to
overlay their current capabilities and help identify weaknesses in their ability to provide a seamless customer service to their customers
However the truths of technology related marketing are that you will never
- Have perfect customer data
- Analyse all your customer data
- Control every customer interaction.
- Be content with your in-house marketing expertise
- Be content with your in house IT expertise
- Achieve the vision of one to one marketing
- Have a centralised Marketing dashboard
- Be immune from legislation.
This should not stop companies striving to improve how they do things and particularly with constantly evolving technology requires the discipline to reguarly
evaluate what they do and why. The Econsultancy 2010 customer engagement report highlighted that 64% (249 responders) didn't even know how many touchpoints they
have with their customers!
Rather than act as deterent to action the 8 truths should help determine the ongoing decision process upon how to best allocate resources to what is important - how to achieve your business objectives. Otherwise (To paraphase) "If you don't know where you are now or where you are going any road will take you there".