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Vision— creating a picture of what the customer-centric enterprise will look like, in order to build a competitive market position based on value propositions that are defined, communicated and personified by the enterprise brand.
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Strategy— developing a strategy to turn the customer base into an asset by delivering customer value propositions. This includes setting objectives and determining how resources will be used to interact with customers.
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Valued Customer Experience— ensuring that the enterprise’s offerings and interactions deliver ongoing value to customers, is delivered consistently and achieves the desired market position.
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Organizational Collaboration— changing cultures, organizational structures and behaviors to ensure that employees, partners and suppliers work together to deliver customer value.
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Processes— effectively managing not only customer life cycle processes (for example, welcoming new customers, handling inquiries and complaints, and winning back lost customers), but also analytical and planning processes that build knowledge of the customer.
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Information— collecting the right data and routing it to the right place.
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Technology— managing data and information, customer-facing applications, IT infrastructure and architecture.
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Metrics— measuring internal and external indications of CRM success and failure.
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