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CRM Strategy Development Framework

This document outlines an 8-step process for devising and implementing a customer relationship management (CRM) strategy. The steps include: 1) defining a CRM vision; 2) analyzing the current CRM position and setting objectives; 3) ensuring a valued customer experience; 4) gaining organizational collaboration; 5) managing the customer lifecycle through CRM processes; 6) obtaining the necessary CRM information and data; 7) adopting the appropriate CRM technologies; and 8) establishing CRM metrics to measure objectives and indicators. The overall goal is to come closer to customers to deliver value and in turn create value for the organization.

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686 views12 pages

CRM Strategy Development Framework

This document outlines an 8-step process for devising and implementing a customer relationship management (CRM) strategy. The steps include: 1) defining a CRM vision; 2) analyzing the current CRM position and setting objectives; 3) ensuring a valued customer experience; 4) gaining organizational collaboration; 5) managing the customer lifecycle through CRM processes; 6) obtaining the necessary CRM information and data; 7) adopting the appropriate CRM technologies; and 8) establishing CRM metrics to measure objectives and indicators. The overall goal is to come closer to customers to deliver value and in turn create value for the organization.

Uploaded by

zydeco.14
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
  • Introduction to CRM Strategy
  • Marketing vs CRM Strategy
  • Strategic Planning Framework
  • Planning for Effective CRM
  • Step I: CRM Vision
  • Step II: CRM Strategy
  • Step III: Valued Customer Experience
  • Step IV: Organizational Collaboration
  • Step V: CRM Processes
  • Step VI: CRM Information
  • Step VII: CRM Technology
  • Step VIII: CRM Metrics

Devising & implementing

CRM strategy
-Managing the customer experience
Marketing Strategy
vis-à-vis CRM strategy
Marketing Strategy CRM Strategy
-how to use market opportunities -how to come closer to the
to our advantage to cut the customer to deliver value and
threats? in turn create value for us

VISION-Customer
VISION-Market Position Experience
Market audit Customer behavior &
SWOT analysis requirement audit
Capability analysis

TARGET-Market segments TARGET-Customer


Penetration , development, Segments
maintenance & productivity
Acquisition, development,
retention &efficiency
MEASURES-Market share,
brand equity
Based on PLC
MEASURES-Loyalty, Cost
to Serve
Strategic Planning
Framework
Planning for effective CRM
Understanding the customer value proposition
STEP-I

ØCRM Vision
ØUnderstanding the value offered
ØCustomer specific relations
ØImportance of CRM
ØNature of customer experience to be
delivered
STEP-II
CRM Strategy
ØAnalyzing current position wrt customer’s
loyalty & satisfaction
ØCustomer segmentation
ØSetting up objectives( desired retention,
acquisition…)
ØDefining parameters for measurement
ØUnderstanding the required infrastructure
STEP-III
Valued customer
experience

ØValue creation from customer's


perspective
ØEnsuring continuous customer
research &collaboration
STEP-IV
Organizational
collaboration
Involving CRM in-
ØInternal processes
ØOrganizational structures
ØCompensation plans
ØSuppliers & business partners
STEP-V
CRM Processes
ØManage the customer life cycle
ØKnowledge management to create
personalized customer experience
STEP-VI
CRM Information
ØUnderstand what data is required
ØDevise systems to structure &
analyze data
ØDevise means to access feedback
data
STEP-VII
CRM Technology
ØWhat technology to be adopted?
ØTechnology integration with
organizational channels/ systems
STEP-VIII
CRM Metrics
ØSetting up measurable, specific
objectives & indicators
ØSetting up hierarchy of metrics as per
purpose and level.

Devising & implementing Devising & implementing CRM strategy CRM strategy -Managing the customer experience -Managing the
Marketing Strategy Marketing Strategy vis-à-vis CRM strategy vis-à-vis CRM strategy VISION-Market Position Market audit SW
Strategic Planning Strategic Planning Framework Framework
Understanding the customer value proposition Planning for effective CRM Planning for effective CRM
ØCRM Vision ØUnderstanding the value offered ØCustomer specific relations ØImportance of CRM ØNature of customer experience t
STEP-II STEP-II CRM Strategy ØAnalyzing current position wrt customer’s loyalty & satisfaction ØCustomer segmentation ØSetti
Valued customer experience ØValue creation from customer's perspective ØEnsuring continuous customer research &collaborati
Organizational collaboration Involving CRM in- ØInternal processes ØOrganizational structures ØCompensation plans ØSuppliers
CRM Processes ØManage the customer life cycle ØKnowledge management to create personalized customer experience STEP-V STEP-V
CRM Information ØUnderstand what data is required ØDevise systems to structure & analyze data ØDevise means to access feedba

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