CRM Implementation Strategy
I. Start with business strategy (not CRM software technology)
An effective CRM implementation approach must start with a multi-pronged approach that includes executive strategy, specific CRM requirements, understood business processes, CRM software goals and an enterprise-wide focus that cuts across locations and divisions. Failing to recognize that CRM is both a
business strategy and a technology effort is analogous to paddling a canoe from only one side of the boat -
the boat moves quickly; however, you make no forward advancement.
Virtually all businesses face the challenge of moving from a product to a customer-oriented model in order to effectively compete. The instrument to effect that change is CRM. However CRM is more than a set of technologies. It is a business strategy designed to create more profitable customers through the integration
of sales, marketing and service operations. Executed effectively, CRM software helps maximize the lifetime value of existing and future customers.
In order to succeed, businesses must recognize the total CRM equation and then
design, implement and manage their solution and re-align their people, processes and technology to the new customer-centric operational model.
A lasting CRM strategy will likely include organized processes at every customer touch point, coupled with the technology that will consolidate every piece of information the organization has about its customers.
A historically successful approach is modeled after the experience and research which suggests that high-performance organizations are building value and winning the battle for customers by:
- Implementing sound and well understood customer processes which are then automated with
- Systematically acquiring deep insight into customer needs and preferences
- Efficiently translating these insights into actionable events and deliverables