Market Research Report
The Customer-Adaptive Future
|Published by||Ovum, Ltd.||Product code||259750|
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CRM has been greatly misunderstood and has failed to live up to its promise, and customer experience management (CEM) as a response to commoditization only provides part of the answer to a lack of differentiation. As Matthew Key, CEO and chairman of Telefonica Digital recently stated in The Times: "disrupt your model fast before somebody else does it for you."
A customer-adaptive enterprise has highly acute peripheral vision and is driven by a desire and strategic intent to create and deliver value.