Key Elements of the CRM Program
There are four key elements that are essential to the successful implementation of the CRM Program – People, Process, Procedures, and Technology.
People:
Your organization and your customers are a key factor in the success of the CRM Program. The expectations, roles, and responsibilities of employees across your organizations, in supporting all the Service Domains and service processes must be clearly identified and documented. Defining the organizational boundaries and hand-offs with emphasis on the customer experience provides an opportunity for organizational collaboration.
Process:
A change of business processes towards a customer-centric approach requires a new look that focuses on understanding the customer and meeting their business needs. The CRM program and supporting services must be built around customers and managing beneficial relationships through acquiring information on different aspects of customers. The key process steps for each customer interaction and the internal organizational relationships to support the customer should be thoroughly understood (i.e., customer journey mapping). Starting at a high level, each of the important steps in the process from end- to-end should be identified.
Procedures:
Establishing companion procedures for each process enables the delivery of customer services in a consistent and predictable manner. The procedures describe how to do specific steps in documented processes. The procedures will identify the specific actions that need to be taken to complete a process step with enough detail that an experienced person can complete the step without having to ask for additional guidance.
Technology:
Technology can be applied to execute the process and meet the needs of understanding the customer and serving their business needs. There are technology products that contain some information regarding customers, such as CRM and survey tools, but there is no current technology used to centrally capture the entire voice and experience of the customer.
The contribution of each element varies according to the level of CRM implementation. However, development and integration of these four elements is vital and will take time, collaboration, and patience. Enjoy the journey.
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