chapter  9
17 Pages

The future of CRM: What opinion leaders think

Failing to view the whole process from the right perspective is, in fact, an

indication of the first challenge, that is, the culture of the organization and

the people who make decisions on behalf of the customers. We dedicated

The One-to-One Manager to General Robert McDermott, the man cred-

ited with turning around USAA, by transforming the once stodgy and

bureaucratic insurer into an icon of customer service. When I asked him

how he managed this change, he told me that when he first got there, he

made everyone aware of his ‘‘golden rule of customer service’’ – to treat

each customer as you would want to be treated if you were the customer. It

was a culture change.