Get CRM Right The First Time Best Practices for CRM Success.pptVIP

Get CRM Right The First Time: Best Practices for CRM Success Business Technology Scenario CRM continues to be a strategic priority Risk-tolerant early adopters have given way to pragmatic, risk-adverse, and more moderate organizations CRM investment is bifurcated between tactical LOB projects and CRM “infrastructure” Prevailing economic conditions are mandating hard ROI vs. “leap of faith” CRM technology is maturing, yet continues to evolve Develop a CRM Strategy: Design Around the Customer Best-Practice CRM Principles Derive customer patterns by applying “ETFS” as a lens to drive sales, service, marketing and commerce chain process Anchor offer, channel, and business processes around customer patterns Technology-enable customer relationship with CRM ecosystem Building the CRM Business Plan Addresses three basic ideas: Business vision — How do we want to treat customers? Business design — How do we want to (re)engineer our business to enable customer treatment? Technology enablement — How will technology support the new design? Organizational Constructs: Program Management Office and Chief Customer Officer. Assessing CRM Capabilities Maturity Assessment Measures the maturity of CRM program methods and how well it has been institutionalized relative to others in similar industries Helps predict failures and recommends remedies Readiness Assessment Gauges how well the CRM program concepts will be accepted and indoctrinated within the organization Collect and plot key indicator values along eight dimensions Look for dimensions in the “danger zone” and a high degree of inconsistency What About CRM Value? CRM investment is justified by top- and bottom-line impact CRM creates business value through “hard,” “soft,” and “hybrid” returns Hard: Preferred, but difficult Soft: Easier, but lack credibility Hybrid: Viable, but require KPI consensus Most credible/ measurable ROI Cost displacement Customer penetration/wallet share Improved resource productivity Avoiding CRM P