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| Most finance executives are planning further investments in customer-centric technologies, but how do they plan to measure the results? |
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Dave Cook,
CFO.com | US
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| May 01, 2003 |
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A customer call center was the clear winner among finance executives. Sales force automation, customer self-service, and integration of databases finished in a tie for second, far ahead of such other responses as real-time analytics, personalization, and wireless. The IT executives gave responses that were closely aligned, although they gave their highest marks to customer self-service — likely because such applications are effective in reducing the need for IT resources.
Question #2 True or false: To gauge the efficacy of customer-centric technologies, the vast majority of survey respondents rely more heavily on nonfinancial metrics than on traditional financial metrics.
See the answer Return to beginning of quiz
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