Thanks for reading this post.
I would like to gauge feedback to the following dilemma I recently faced. The company I work for, a FTSE 100 firm is trying to devise its CRM strategy roadmap. At present, our foray into CRM is embronyic; we run a few campaigns but we have limited means to perform analysis and we have no single customer view across our many brands. I had a disagreement with my others in our CRM project team about formulating our CRM strategy roadmap. I compiled a series of questions – some of them pasted below – that I wanted to initiate discussion with the senior stakeholders of the project. My colleagues feel that my questions are too “philosophical” and thus have no value. Who’s point of view, in your opinion, is more valid?
Sample questions to help determine a CRM strategic roadmap:
Who owns CRM in our company?
Is the intention for our CRM strategy to be rolled into a larger strategy—such as a customer service strategy or even the overall business strategy? Is the CRM strategy department-specific?
What do our customers need and want to have happen during their encounters with us?
What information about our customers will help us identify ways we can grow the amount of money they spend with us?
How do we create a sense of relationship and reinforce brand loyalty with customers who seldom contact the company directly?
Do we quickly and effectively turn around a problem or concern?
Do our employees understand what information – tacit and implicit - is to be captured and why it is important?
What percentage of our customer transactions are initial or stand-alone transactions and what percentage of customer transactions represent repeat business relationships (where the greatest profit is made)? Next, of our total customer base, what percentage do we consider to be real advocates, such that they recommend us to others?
Do we know what proportion of our customers contact us with a service problem – and thus with little intention to make a purchase?