Henry Ford once said: “It’s not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages”. And he’s not wrong – building good relationships with customers is the foundation for success. The CRM system is often hailed as the heart of customer experience (CX), yet many businesses don’t give their CRMs as much thought as they merit. Here, Ross Slogrove, UK country manager of contact centre software provider Ringover, shares his blueprint for a successful CRM strategy.
