If this question strikes a chord you need a CRM Strategy - here's why:
CRM technology can be a powerful tool enabling your business to be more efficient and effective in engaging with customers. But 30 years of experience in this field has convinced us of the crucial importance of setting clear objectives for what you want this technology to deliver and the need to have a plan for how you will use it.
This is what we mean by a CRM Strategy and why we think it’s so important (far more important in fact than the choice of technology).
But, what exactly is CRM?
CRM is a much-debated term but it boils down to a very simple idea:
Every organisation is, at various times, concerned with the need to acquire, grow and keep their customers.
CRM uses data, technology and insight to enable you to meet these objectives by being more in tune with what your customers really care about – based on who they are, what they are doing and, most importantly, why they behave as they do
An organisation that uses this approach to deliver what customers really value will have this value returned in terms of greater revenue, loyalty, advocacy etc.
CRM is not just about technology but also about using data, insight and, above all, people to deliver a valued experience to the customer over time. Technology certainly enables this but shouldn’t be allowed to drive it.
Every organisation has a different starting point when it comes to CRM but, common to all is the need to have a clear idea of what you want it to do for you and how.
A CRM strategy is your guidebook. It doesn’t need to be complex, expensive, or take months to create. It does need to have clear objectives – and to have the underlying plan in place to deliver them. It equips your business with a single reference-point for how, where and when to use technology, people and processes in the most effective way.
It is particularly important that any organisation going through the process of commissioning CRM technology considers whether they have a robust plan in place for how they will get the most out of it after it has been deployed.
With such a strategy in place you can then focus your CRM technology where it will make the most effective impact on your commercial and brand goals.
Without one you may find yourself having to answer some awkward questions...