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Questions to help determine a CRM strategy

Questions to help determine a CRM strategy

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Hi all,

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?

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ND
By Neil Davey
13th Apr 2015 20:18

Hi, I've also cross-posted this in our LinkedIn group (https://www.linkedin.com/grp/home?gid=1951190) to drum up some advice. 

Thanks

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linkedin
By LinkedIn Group Member
14th Apr 2015 09:44

This response is from the MyCustomer LinkedIn group

This community member's mistake is that he does not get 'CRM stategy'. What CRM stands for in organisations is technology (ITsystems). Therefore his colleagues are thinking about which systems should be implemented and in what sequence. Which processes should be automated. And who should use which system. And maybe even how to glue these systems so that they eventually provide SCV. Whilst his questions are valid they are not valid in his organisation. Hence is isolation and discomfort.

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linkedin
By LinkedIn Group Member
15th Apr 2015 10:17

This response is from the MyCustomer LinkedIn group

Interesting dilemma, but it's not about right or wrong, my camp or your camp; although I feel whoever has the budget will likely have the final say, and sometimes it might be better to get in their camp, and then try to influence along the way.

I wouldn't say that this member's view of CRM is wrong. CRM became fixated on technology, and forgot about the customer management bit. However, I do feel that many of the questions the member raises are more philosophical in nature, and as a result could very easily derail the need to get something up and running. For example, the discussion around ownership itself could be ongoing, all the while your customer is left hanging on the phone waiting for an answer.

I wouldn't ignore the questions, but perhaps go through them again and try to understand what are the ones that have a bearing on getting your CRM 'up and running' and which are the ones that potentially can only be answered as you gain more experience as an organisation. I feel that not all the questions you raise have a direct bearing on getting a CRM system in place.

There is no harm in providing an alternative view, or trying to be the voice of reason, but it's a balance. Also think about which of the questions you raise you have any real control over. Perhaps focus on those ones you have influence over, and then over time address the others as they are raised. Good luck.

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