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 How To Build A CRM Strategy in 2014
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How To Build A CRM Strategy in 2014

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A CRM strategy must look holistically at all the business processes and systems that deal with customers, including marketing, sales, ordering, customer care, technical support, customer analytics, …

A CRM strategy must look holistically at all the business processes and systems that deal with customers, including marketing, sales, ordering, customer care, technical support, customer analytics, and so on. And when implemented, it should span all interaction channels, including call centers, retail, web, mobile, etc. It should be optimized so that it’s integrated into all of these consumer touch points.

As in any initial strategy, it’s critical you do the research to make sure you are very clear about what your key objects are going to be, both short and long term. Once you have your strategy set, then you can start to think about what software would be necessary, and from there planning and implementation.

Above all, remember that the customer should be at the heart of your strategy, not your product or service. This can mean a complete change in thinking some cases, but it’s an important shift that your entire team can get behind from the start.

- See more at: http://nicholascifuentes.com/how-to-build-a-crm-strategy-in-2014#sthash.9pUXZlVg.dpuf

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  • 1. BUI LDING FOR SUCCESS 2014 CRM STRATEGY
  • 2. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 A CRM STRATEGY MUST LOOK HOLISTICALLY AT ALL THE BUSINESS PROCESSES AND SYSTEMS THAT DEAL WITH CUSTOMERS. THIS INCLUDES MARKETING, SALES, ORDERING, CUSTOMER CARE, TECHNICAL SUPPORT, CUSTOMER ANALYTICS, AND OTHER DEPARTMENTS. AND AS IT IS IMPLEMENTED, IT’S IMPORTANT TO SPAN ALL INTERACTION CHANNELS , INCLUDING CALL CENTERS, RETAIL, WEB, MOBILE, ETC. ! STRATEGY: FOCUS ON THE CUSTOMER ONCE YOUR PROGRAM IS UP AND RUNNING, THIS IS WHERE THE HARD WORK WILL BEGIN. FOCUS ON LISTENING TO YOUR PROGRAM, MEASURE, AND CHANGE TO ADAPT TO THE EVER EXPANDING LANDSCAPE. STRATEGIC PRIORITIES INCLUDE: •RELATIONSHIP OBJECTIVES, CUSTOMER NEED STATES, USER JOURNEYS, DATA STRATEGY PLAN, CDM SYSTEM PLAN, CONTENT STRATEGY & PROCESS CREATING A CRM STRATEGY EXECUTIVE SUMMARY
  • 3. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 A CRM STRATEGY MUST LOOK HOLISTICALLY AT ALL THE BUSINESS PROCESSES & SYSTEMS THAT DEAL WITH…
  • 4. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 CUSTOMERS
  • 5. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 MARKETING
  • 6. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 SALES
  • 7. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 ORDERING
  • 8. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 CUSTOMER 
 CARE
  • 9. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 CUSTOMER
 SUPPORT
  • 10. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 CUSTOMER
 ANALYTICS
  • 11. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 TECHNICAL
 SUPPORT
  • 12. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 WHERE DO I START? AND ONCE CREATED, IT’S CRUCIAL TO MAKE SURE IT’S IMPLEMENTED TO SPAN ACROSS ALL INTERACTION CHANNELS, CALL CENTER, RETAIL, WEB & MOBILE - WORKING WITH ALL CONSUMER TOUCHPOINTS
  • 13. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 WHERE DO I START? ALWAYS REMEMBER THAT THE CUSTOMER SHOULD BE AT THE HEART OF YOUR STRATEGY, NOT YOUR PRODUCT OR SERVICE
  • 14. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 ESTABLISH WHAT SOME OF YOUR CRITICAL BUSINESS DATES OR MILESTONES WILL BE, THIS WILL HELP YOU IDENTIFY CLEAR TIMING AND NEEDS IDENTIFY HOW YOU WILL MEASURE SUCCESS, WHAT WILL YOUR KPIS BE, ETC. ONCE YOU HAVE IDENTIFIED THEM, MEASURE YOUR CURRENT STATE TO ESTABLISH A WORKING BENCHMARK YOU CAN DETERMINE GOALS FOR SUCCESS OF CLEARLY MAP OUT HOW THE CUSTOMER INTERACTS WITH YOUR BUSINESS, PURCHASES A PRODUCT, REPORTS AN ISSUE - EVALUATE HOW EASY OR DIFFICULT IT IS TO DO BUSINESS WITH YOU WHAT ARE MY MILESTONES? HOW WILL I MEASURE SUCCESS? WHAT ARE MY CONSUMER JOURNEYS? IT’S IMPORTANT TO HAVE A CLEAR UNDERSTANDING FOR ALL THE ISSUES AND CHALLENGES THAT YOU AND YOUR TEAM CURRENTLY FACE WHEN INTERACTING WITH THE CUSTOMERS HOW DO I INTERACT WITH THE CUSTOMER? FOUNDATION FOR YOUR CRM STRATEGY
  • 15. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 FOCUS ON THE CUSTOMER
  • 16. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 1. Once your program is running, that’s where the hard work will begin 2.Crucial to continuously listen, measure, change 3.Focus on A/B tests, multivariate tests, segmented communications 4.All are important for driving & maintaining a successful program, ensure you align priorities as followed… CREATING A CRM STRATEGY
  • 17. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 WHAT ARE YOUR KEY PROGRAM OBJECTIVES, WHAT IS THE BRAND’S ULTIMATE VISIONS AND MISSION IN THE RELATIONSHIP WITH THE CUSTOMER AND PROSPECTS? RELATIONSHIP OBJECTIVES
  • 18. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 BY UTILIZING CUSTOMER/PROSPECT RESEARCH, DETERMINE THE NEEDS OF CUSTOMERS THROUGH THEIR PURCHASE JOURNEY, AND AFTER AS A CUSTOMER. DETERMINE THE PRIORITIES AND IDENTITFY THE GAPS THAT SHOULD BE MET. CUSTOMER NEED STATES
  • 19. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 AS WE SPOKE ABOUT ABOVE, MAP OUT EXAMPLE USER JOURNEYS OF THE CUSTOMER INTERACTING WITH THE BUSINESS TO DETERMINE WHEN, HOW AND WHAT THE CRM SYSTEM SHOULD PROVIDE USER JOURNEYS
  • 20. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 DATA IS THE CORE OF THE PLATFORM, MAKE SURE YOU ENFORCE A STRICT DATA GOVERNANCE POLICY THAT FORMALIZES HOW DATA IS PASSED BACK TO THE CRM FROM ANY ADDITIONAL PLATFORMS, AND ALSO HOW DATA FLOW OUT OF THE CRM TO RELEVANT PLATFORMS DATA STRATEGY PLAN
  • 21. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 DETERMINE THE STAGES OF THE RELATIONSHIP WITH THE PROSPECTS / CUSTOMERS, MAP OUT THE MOMENTS FOR CONTACT INTERACTION, AND IDENTIFY ANY NECESSARY WORKFLOWS REQUIRED BY EMPLOYEES TO MAKE IT HAPPEN CRM SYSTEM PLAN
  • 22. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 THIS IS THE HEART OF YOUR CRM, A CONTENT STRATEGY MUST BE DEVELOPED TO DETERMINE THE TOPICAL THEMES, FORMS, CHANNELS, TONE AND CADENCE OF THE RELATIONSHIP WITH YOUR CONTACTS. EQUALLY IMPORTANT IS THE NEED TO IDENTIFY A PROCESS FOR CREATING CONTENT (INTERNAL / EXTERNAL), HOW IT’S CREATED (PRODUCTION, DESIGN, APPROVALS), AND WHEN IT WILL BE PUBLISHED (EDITORIAL CALENDAR). CONTENT STRATEGY & PROCESS
  • 23. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 IT MIGHT BE A GOOD IDEA TO INTERVIEW END USERS OF THE SYSTEM TO DETERMINE THE MOST IMPORTANT FEATURES AND USE CASES SO THAT THE SYSTEM IS SELECTED AND BUILT IN A WAY THAT IT MEETS THE MOST PRIORITIZED NEEDS FEATURE REQUIREMENTS
  • 24. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 THIS PROCESS CAN BE TIRING, BUT RESEARCH AND DEMO A VARIETY OF SYSTEMS TO DETERMINE WIHCH ONES MEETS YOUR CRM OBJECTIVES, CUSTOMER NEEDS, FEATURE REQUIREMENTS AND BUDGET SYSTEM SELECTION
  • 25. NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014 THIS IS A KEY ELEMENT TO DETERMINE ADOPTION, INVESTING IN ONE-TO-ONE, GROUP AND CONTINUED SUPPORT TRAINING TO ESTABLISH ADOPTION AND UNLOCK THE VALUE OF THE SYSTEM AMONG YOUR EMPLOYEES TRAINING
  • 26. MARKETING & STRATEGIC BRAND COMMUNICATIONS PROFESSIONAL WITH A MASTER'S DEGREE IN MARKETING & CREATIVE WRITING AND A B.A. IN JOURNALISM. OVER 10 YEARS OF PROGRESSIVE EXPERIENCE -- LEADING GLOBAL CROSS-FUNCTIONAL TEAMS IN THE CONCEPTUALIZATION AND IMPLEMENTATION OF DATA-DRIVEN MARKETING PROGRAMS & STRATEGY ACROSS DIGITAL AND TRADITIONAL MEDIA PLATFORMS. KEY BRAND EXPERIENCE ACROSS ATHLETIC, RETAIL, AUTOMOTIVE, MEDIA, ENTERTAINMENT AND CPG SEGMENTS, INCLUDING KEY LEADERSHIP ROLES IN STRATEGY, ANALYTICS AND SOCIAL MEDIA. STRONG TRACK RECORD OF SETTING STRATEGIC DIRECTION FOR THE DEVELOPMENT AND EXECUTION OF TARGETED MARKETING PROGRAMS TO AFFECT BRAND AWARENESS, BUYING DECISIONS AND AUDIENCE BEHAVIORS. EXTENSIVE KNOWLEDGE OF MARKETING BEST PRACTICES AND PROGRAM EVALUATION AND STRONG ABILITY TO FOSTER INTERNAL AND EXTERNAL RELATIONSHIPS. ABOUT ME LINKEDIN FACEBOOK
 TWITTER NICHOLAS.CIFUENTES@GMAIL.COM

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