Famous business man Richard Branson has become famous thanks to his skills to innovate, and to bring new ideas on existing markets. I read this very good article about Richard Branson writting about customer relationship management.
Of course, Richard Branson consider customer service as very important, but what I liked, it is his idea of using its staff to find new ways to excel in customer service:
"A good first step would be to encourage everyone on your staff to take an active role in coming up with new ideas and solutions to improve your products and services. Ask your people to experiment and to offer suggestions, and make sure that they are able to do this without worrying about speaking out of turn or being embarrassed in front of their peers—they should be confident that managers will listen to what they have to say. There is no such thing as a bad idea in my book; there are just some that are harder to achieve and pay for! As a manager, I would rather have the chance to weed through those ideas than rely on the status quo."
Indeed, you don't need to be a CRM expert to have good ideas about how to treat customers. Furthermore, it is important your employees feel concern about customers, because they are the most important thing they should care about.