Frost & Sullivan Events

DELTA MAX Keynotes Frost & Sullivan CRM Conference

DELTA MAX

Robert Swanson addresses top executives ...

Scottsdale, Arizona

Jan 6, 2003 -- "You must reorganize the way you are serving your customers" Robert Swanson, President of DELTA MAX declared today at the annual Executive conference of Frost & Sullivan in Arizona.

"Merely overlaying CRM computer technology on an existing organization will not do the job, and in fact, may actually hurt your customer relationships rather than improve them...."

Speaking to a packed breakfast Kickoff room, Swanson described the changes Customer Relationship Management (CRM) is bringing to many companies today, and predicted that the time worn absorption of new software into existing organizational structures will not only not serve the customer well, plus cost factors more to implement, it will ultimately fail to do the job.

He continued by outlining the steps and decisions executives must make, and the soul-searching required to really embrace CRM into an organization. "Call centers and on-line reps are helpful, but without a total company commitment to a Customer Centric Organization, and all that entails, CRM will never reach its full potential. In fact, it may hurt a company who is now claiming to provide outstanding customer experiences, but is really the same old same old as it was before. Customers expecting something new and better, and experiencing the same-old-same-old, have every reason to feel that they have been conned."

"CEO's who have implemented successful CRM initiatives are unanimous in proclaiming that the biggest reason for their success was a painful rethinking of the company's business model to fit the customer realities of today. Most companies today are reminiscent of many historically weak generals, who tended to fight yesterday's war again today. While past experience is helpful in product design, its lessons apply poorly to organization change, which is largely a forward thinking synergistic process."

The Executive Conference Series is one of America's most prestigious events, sponsored and promoted each year by Frost & Sullivan. This Event presents timely and insightful information about contemporary topics of great interest to top executives, and is widely regarded as a landmark executive education venue.

DELTA MAX is a Convergence Consulting company based in Newport Beach, California, with diverse capabilities in computer networking technology and entertainment industry-related technologies and systems, as well as entertainment content generation, such as feature films, video/TV/DVD/HD presentations, or internet streaming Convergences of multiple media technologies. Its Training Division has served many computer technology companies over the past decade, orienting technical sales people on selling effectively to top executives, and designing and implementing state of the art technical solutions.

Robert Swanson is President of DELTA MAX, and the originator of the term "E-Channel", which describes the functions and operations of an organization's strategic customer access, screening, acquisition, financing, serving and servicing over the Internet and other electronic media.

Contact DELTA MAX for more information about this event's presentation.