Who champions the customer?

David Lunn asked (MW May 20) who are the true champions of CRM. A different and perhaps a more useful question is; who are the true champions of the customer? Usually the best people to represent the customer will be market researchers.

We deploy the right tools for the job. We will also do it with professional objectivity. Other staff who quite properly must take into account the company’s interests, or who may be trying to promote a particular course of action, may wittingly or not trim their interpretations of customers’ views.

Perhaps, too, researchers will be less susceptible to the latest fads than marketing and general managers who have been parachuted into the company from ad agencies and management consultancies.

P A Talmage

Honourary secretary

Association of Users of Research Agencies

London

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