The document provides a 22-point checklist for achieving customer relationship management (CRM) success in 2010 and beyond. It emphasizes getting executive support, building a cross-functional team, defining business and customer objectives, standardizing customer data, empowering frontline staff, automating processes, and communicating successes. The key is developing a holistic, integrated customer strategy with a focus on continually improving the customer experience through testing, monitoring, and engaging customers at all touchpoints.
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Sales casualty analysis: why sales numbers do not happen and what to do to ge...Browne & Mohan
Despite significant investment in resource and infrastructure, many companies suffer from long sales cycles, lack of funnel, targets missed by miles and very low closure rate. Reasons for poor sales numbers are common across industries. In this white paper, Browne & Mohan consultants detail the inhibitors of sales growth and how to address the same.
If you are ready to improve your sales systems, generate more opportunities, keep your current clients buying more and have a proven marketing plan you can live by, you are at the right place. Please review our solutuons catalog to get a better understanding of how DMC can help you achieve optimum success.
Establishing the right ‘voice’ for your company to maximise opportunities.
Telemarketing is a channel that effectively balances volume, frequency, cost and quality of contact with the prospect.
Customer Experience. Why CMOs Must Simplify, Then Act. How to identify, captu...James O'Gara
This paper explores the essential data requirements and actions marketing executives must focus on to capture
the customer experience opportunity. The opportunity that exists inside their company and the market they are
competing in today.
The “customer experience” — as a strategic initiative — is fairly new. There are still a lot of unknowns. There is
ambiguity regarding “ownership” of this initiative within the enterprise, and “best practices” for capturing and
using data to activate a customer experience strategy have not yet been fully defined.
With no clear path in sight, most marketing executives stall out before they get started. In many cases, this happens
because fear and complexity surrounds the data and insights required to formalize a customer experience strategy.
Fear and complexity that leads marketing executives down the “What About …” path. You know the path I’m talking
about. It’s when you and your entire team find yourselves constantly asking, “But, what about this?” Or, “What
about that?”
Marketing executives get consumed with all the possible answers they may need — all the things they don’t know.
They become overwhelmed by the enormity of the task. They overcomplicate things. What happens? Complexity
becomes the barrier to progress. A course of action is never defined and documented. So, they never get started.
Steve Jobs built his entire career doing the opposite. He eliminated complexity and focused on the power of
simplicity. He didn’t try to overcomplicate things. Instead, he focused on those things that mattered most to the
customer and eliminated everything else.
In fact, he once said … “Simple can be harder than complex: You have to work hard to get your thinking clean to
make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
CMOs have the power to move mountains when it comes to elevating and differentiating the customer experience.
They just have to simplify. They have to focus on what absolutely matters: insights that will, in fact, improve the
customer experience. Then they must act.
Mark Twain said, “The secret of getting ahead is getting started.” Leading CMOs are taking Mr. Twain’s message
to heart. They are simplifying and demystifying the customer journey. They are capturing customer insights that
inform their strategy and drive action — action that improves customer acquisition, retention, loyalty, advocacy,
and ultimately the customer’s overall experience.
Understanding your customers through customer journeybasilmph
Understanding customers' needs and preferences are something that all business should consider. To effectively analyze and understand their customers, businesses can tap on Customer journey mapping
Customer experience improvement can—and does— drive bottom-line results. So how can we prove that making customers happier can make you and your shareholders happier too?
If you don’t understand the marketing chessboard your ad agency may be in checkmate. The marketing chessboard has been drawn up by clients and advertising agencies have watched it happen.
The strategic side is where the real dollars are and where the real growth will be in the future. One good indication of this is that clients spend more money with consultants than with agencies on a revenue-to-revenue comparison. In addition, this high ground revenue stream is growing 30% - 40% each year. Is there any doubt where the future is?
If you're looking for help on understanding the challenges this presents in growing your marketing firm please contact us.
www.sandersconsulting.com
Teach your account management team how to work smarter, not harder. Transform your account management team!
Agency management needs its account teams to operate more efficiently in order to protect agency profitability. But most account teams are already struggling with the current account load so the idea of working harder isn’t an answer.
The answer for agencies is to train their account teams in new skills, showing them how to work smarter, not harder. And High Gear, a high impact, one-day on-site learning experience for account management from Sanders Consulting Group, is the best way to do that.
High Gear shows account management professionals how to better manage the client relationship using personality profiling. Once the client’s personality and personal working style are identified, High Gear can show your team how to plan better, present better, and negotiate better. This makes the client/agency relationship stronger and more profitable for your agency.
Nurturing Best Practices for Demand GenAsad Haroon
Most companies have a database of leads that have been set aside after initial closing attempts failed to produce the desired results. These leads should not be ignored, as they can prove at least as valuable as fresh leads, and are worth working. The truth is, even the best leads will not produce the results you want if they are not managed and nurtured well.
A brief but interesting presentation about CRM in a business. This presentation covers everything from history, purpose to the trends and issues surrounding CRM.
Sales casualty analysis: why sales numbers do not happen and what to do to ge...Browne & Mohan
Despite significant investment in resource and infrastructure, many companies suffer from long sales cycles, lack of funnel, targets missed by miles and very low closure rate. Reasons for poor sales numbers are common across industries. In this white paper, Browne & Mohan consultants detail the inhibitors of sales growth and how to address the same.
If you are ready to improve your sales systems, generate more opportunities, keep your current clients buying more and have a proven marketing plan you can live by, you are at the right place. Please review our solutuons catalog to get a better understanding of how DMC can help you achieve optimum success.
Establishing the right ‘voice’ for your company to maximise opportunities.
Telemarketing is a channel that effectively balances volume, frequency, cost and quality of contact with the prospect.
Customer Experience. Why CMOs Must Simplify, Then Act. How to identify, captu...James O'Gara
This paper explores the essential data requirements and actions marketing executives must focus on to capture
the customer experience opportunity. The opportunity that exists inside their company and the market they are
competing in today.
The “customer experience” — as a strategic initiative — is fairly new. There are still a lot of unknowns. There is
ambiguity regarding “ownership” of this initiative within the enterprise, and “best practices” for capturing and
using data to activate a customer experience strategy have not yet been fully defined.
With no clear path in sight, most marketing executives stall out before they get started. In many cases, this happens
because fear and complexity surrounds the data and insights required to formalize a customer experience strategy.
Fear and complexity that leads marketing executives down the “What About …” path. You know the path I’m talking
about. It’s when you and your entire team find yourselves constantly asking, “But, what about this?” Or, “What
about that?”
Marketing executives get consumed with all the possible answers they may need — all the things they don’t know.
They become overwhelmed by the enormity of the task. They overcomplicate things. What happens? Complexity
becomes the barrier to progress. A course of action is never defined and documented. So, they never get started.
Steve Jobs built his entire career doing the opposite. He eliminated complexity and focused on the power of
simplicity. He didn’t try to overcomplicate things. Instead, he focused on those things that mattered most to the
customer and eliminated everything else.
In fact, he once said … “Simple can be harder than complex: You have to work hard to get your thinking clean to
make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
CMOs have the power to move mountains when it comes to elevating and differentiating the customer experience.
They just have to simplify. They have to focus on what absolutely matters: insights that will, in fact, improve the
customer experience. Then they must act.
Mark Twain said, “The secret of getting ahead is getting started.” Leading CMOs are taking Mr. Twain’s message
to heart. They are simplifying and demystifying the customer journey. They are capturing customer insights that
inform their strategy and drive action — action that improves customer acquisition, retention, loyalty, advocacy,
and ultimately the customer’s overall experience.
Understanding your customers through customer journeybasilmph
Understanding customers' needs and preferences are something that all business should consider. To effectively analyze and understand their customers, businesses can tap on Customer journey mapping
Customer experience improvement can—and does— drive bottom-line results. So how can we prove that making customers happier can make you and your shareholders happier too?
If you don’t understand the marketing chessboard your ad agency may be in checkmate. The marketing chessboard has been drawn up by clients and advertising agencies have watched it happen.
The strategic side is where the real dollars are and where the real growth will be in the future. One good indication of this is that clients spend more money with consultants than with agencies on a revenue-to-revenue comparison. In addition, this high ground revenue stream is growing 30% - 40% each year. Is there any doubt where the future is?
If you're looking for help on understanding the challenges this presents in growing your marketing firm please contact us.
www.sandersconsulting.com
Teach your account management team how to work smarter, not harder. Transform your account management team!
Agency management needs its account teams to operate more efficiently in order to protect agency profitability. But most account teams are already struggling with the current account load so the idea of working harder isn’t an answer.
The answer for agencies is to train their account teams in new skills, showing them how to work smarter, not harder. And High Gear, a high impact, one-day on-site learning experience for account management from Sanders Consulting Group, is the best way to do that.
High Gear shows account management professionals how to better manage the client relationship using personality profiling. Once the client’s personality and personal working style are identified, High Gear can show your team how to plan better, present better, and negotiate better. This makes the client/agency relationship stronger and more profitable for your agency.
Nurturing Best Practices for Demand GenAsad Haroon
Most companies have a database of leads that have been set aside after initial closing attempts failed to produce the desired results. These leads should not be ignored, as they can prove at least as valuable as fresh leads, and are worth working. The truth is, even the best leads will not produce the results you want if they are not managed and nurtured well.
A brief but interesting presentation about CRM in a business. This presentation covers everything from history, purpose to the trends and issues surrounding CRM.
Slide share Institute for Quality Assurance London - QualityWorld Customer ...Dr. Ted Marra
Another classic article on Customer Focus - while a number of approaches have evolved over the years, the foundation elements remain unchanged. Again, many organisations 'talk a good game' when it comes customers, customer focus or customer centricity. But as we all know, 'talk is cheap' and 'talk' alone doesn't get the job done. One needs to understand the true requirements for being customer focused. One needs a 'strategic customer relationship management' system as discussed in other of my SlideShare uploads. Hopefully you will find that this article helps to continue to provide a 'directionally correct' viewpoint! Enjoy!
Start your journey to personalising the customer experience.
This guide will challenge you to do some housekeeping and reconsider how you think about your current and future loyalty personalisation efforts.
This book explains the concept of customer relationship marketing(CRM) and provides guidance on how to implement it effectively. It also gives good practical examples of customer relationship marketing and the importance of social media when targeting a customer. For more information please click on link:
https://shrinke.me/6RwSQs0W
Relationship build business... how do you relate to your target audience?
If you want to have a long-term customer based circle, building relationship is essential.
You see, people buy from you because they already have the connection and trust with you not that they need the product alone. This is very important to understand.
Key Customer Account Management is the master-key to quantum sales improvement and retention of key customers.Yet few companies are able to convert good intentions to effective programs. Dr Wilfred Monteiro India's leading sales performance guru share a few insights and ideas.
Please send your resume to parimala.rekha@pactera.com & Dinesh.Chandrasekar@Pactera.com
Pactera is a global company offering consulting, digital, technology and operations services to the world’s leading enterprises. From our roots in engineering to the latest in digital transformation, we give customers a competitive edge. The Data Services team within Pactera is looking for a Senior SQL Architect who can drive the technology transformations with our clients
Note :If you are interested to buy a copy ,its available @ Pothi Books. Thank you for all the support and continued patronage
http://pothi.com/pothi/book/ebook-dinesh-chandrasekar-dc-everyday-cx-champion-0
****************************************
Hearty Welcome to Customer Champions & Master Minds
I believe "Successful CRM or Customer Experience (CX)” is about competing in the relationship dimension, not as an alternative to having a competitive product or reasonable price- but as a differentiator. If your competitors are doing the same thing you are (as they generally are), product and price won't give you a long-term, sustainable competitive advantage. But if you can get an edge based on how customers feel about your company, it's a much stickier sustainable relationship over the long haul.
This book is a compilation of my blog articles from dineshknowledgeplanet.blogspot.com .The reason to publish this as a book is to share the knowledge and experience derived from my 15+ years of service as a CRM/CX Professional. This is no way to say all the content is my own thoughts; in fact I reproduced the content from numerous research articles, blogs and CRM portals. The idea is to guide the young budding CX professionals and also to serve as reference guide to many organizations which are in need for the right direction when making their CX investment decisions.
The book covers a variety of topics on CRM, BI, MDM, Cloud, Predictive Analytics, Industry CX solutions and some great motivational articles. There is no sequence as such to read this book but you may choose to read what would benefit you in the respective career role.
Your Partner & Companion,
Dinesh Chandrasekar DC*
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
LA HUG - Video Testimonials with Chynna Morgan - June 2024
2010 crm reflections
1. 2010 CRM Reflections, The ways and means for better CRM now & in Future.
The year 2010 possibly be a better year than 2009 with its own achievements and let downs, This
could be best summarized by Charles Dickens words..
"It was the best of times, it was the worst of times; it was the age of wisdom, it was the age of
foolishness; it was the epoch of belief, it was the epoch of incredulity; it was the season of Light,
it was the season of Darkness; it was the spring of hope, it was the winter of despair; we had
everything before us, we had nothing before us; we were all going directly to Heaven, we were
all going the other way."
2010, shall we say, is looking a little less schizophrenic. It may look little early to write a concluding
note on CRM for the year 2010 and this not a concluding note of the CRM success in the year 2010.
This article is to reinforce some of the winning edge points to ensure CRM success in the long run
seen and heard from our customers in our journey this year.
Consider the checklist below.
1: Get sponsorship from the top brass. If management doesn't believe in the new approach, why
should the employees? Implementing CRM requires working across organizational boundaries and
breaking down long-term siloed behaviors and attitudes. You can't do that by yourself! Many times
the difference between a successful CRM strategy and a huge waste of money is backing from the
executive suite.
2: Build a team. Prior to developing your CRM strategy or selecting your CRM software, form a
CRM team with representatives from each department to make sure colleagues' needs and concerns
are addressed. Too often companies neglect to include the correct stakeholders, and the initiative
fails to meet the needs of those tied to its results. Pick your CRM team wisely - everyone will need to
own the customer experience. Remember in forming the team, consider people, process, and
technology as all will be affected.
3: Define your business objectives? Your CRM strategy must be designed with your business
objectives and customer requirements in mind.
4: Identify who your customer is. Is there agreement on definition of "customer?" - The marketing
department of an automobile company might consider a "customer" to be a dealer, but the call
center might consider it to be a driver. Have consensus on this and other key definitions. Can you
identify your customers across multiple touch points (retail, call center, mail, catalog, web and email)?
5: Differentiate. Identify your customer segments - your high-value and high potential customers.
Know who you want to serve. Understand what that customer wants? Prioritize. What is the
customer worth and what is their potential worth?
6: Understand your Customers - what they want, and how they want it from you.
7: Agree on desired customer behaviors - build consensus on how you want customers to behave
differently and what the customer experience will be... from the customer's perspective. Design a
different customer experience for each customer segment.
2. 8: Define customer experience goals. Articulate the customer experience. How should your
experience feel? Identify important business interactions e.g. high volume or high cost. Identify
interactions that are important to the customer - high involvement and high perceived importance.
Evaluate performance: How are these interactions currently handled by your company? Are there
opportunities for improvement? Focus on hot spots: Identify the areas that require your greatest
focus and will provide the greatest potential return.
Many companies don't have a good connection with customers. That's why firms should consider
developing a systematic approach for incorporating the needs of customers into the design of
customer experiences - ideally led by a senior officer who will act as the voice of the customer. The
key to developing a successful new customer experience is to develop a response to a customer
need that is unique, compelling, and adoptable. A response so attractive that customers are willing
to change long-standing, often deeply ingrained behavior.
9: Have an integrated customer strategy. Today interactive marketing is a fragmented discipline
in which marketers work with many different vendors to develop and execute marketing programs.
Recognize that disparate databases of customer information prevent companies from gaining a
holistic view of the customer throughout the organization. Break down those silos. Line of business
managers are often employing tactics that address products and not customers. That is because
they are still looking at accounts on file, rather than at customer relationships e.g. banks that send
two offers within a short time span - one that recommends consolidating their debt into a home
equity loan and the other that offers a balance transfer for their credit card.
10: Define and map data requirements - You'll need to know what customer data is necessary and
from what system it will originate. See your customer through the same lens. A firm understanding
of the level of customer data - account or household level - is critical. Do you plan to append
external data? If so, what types: household size, income, psychographics, ZIP, real estate
information etc.
11: Standardize data. Various departments in your organization may see your customer quite
differently from another. Using one integrated set of analytical data throughout the company can
help executives to make key decisions about how much to invest in a particular customer.
12: Dialogue with your customers. Have a clear (and realistic) picture of who you are in the matter
of serving your customer. What do you value? What are you really selling them (are you reliable?
Are you the most creative?)? It's not just a list of products, you need to focus on what you're trying
to be to your customers. Make sure individuals are recognized at all contact points. Have you truly
defined your privacy policy? Understand your company's boundaries for using data about your
customers. And ask customers how they want to interact with your company.
Keep your promises. Remind customers of promises kept and take responsibility for promises
unfulfilled. Respond quickly to customer queries. Whether they send an email or leave a message,
or come to the service counter, customers' time is precious.
13: Get personal. Customers hate to feel like the sales agent is reading to them from a script. Learn
your customers' personal needs and profiles and target your service to each individual. It will make
them feel important and that you value the relationship. In order to do this effectively, you need to
staff and empower your talent pool appropriately to deliver on the customer experience. To do this
effectively, focus on people, process and tools.
3. 14: Develop success metrics - How will you know if your CRM program has been a success?
15: Create customer engagement programs (acquisition, growth and retention). Customer
engagement is a process, not an event. Too often retention is treated as a project, rather than a
guiding principle.
Move your customers through the lifecycle... to maximize their value. Utilize business rules:
16: Collect Data - collect and use information from each customer interaction to make your chosen
customers more valuable to your enterprise. Can you identify behaviors, attitudes, needs,
propensities or intentions? Plan to clean your data regularly.
17: Test, test, test. Troubleshoot with test customers before making your services generally
available. Focus on ROI. Experiment with your Marketing.
18: Monitor the customer experience. Keep your eye on the prize. Measure the results and soothe
the inevitable hiccups. Walk a mile in your customers' shoes. Don't rely on complaints from
customers about how horrific it is to do business with you. Put yourself in their shoes by going
through the typical customer experience. It is amazing how many companies institute processes
and half heartedly mystery shop themselves. Once you suffer through what you dish out, you'll be
shocked into a more customer-centric mindset. Guaranteed.
19: Automate processes. Having customers enter their personal information on a Web site versus
providing it to an agent over the phone reduces the potential for human error. Also, customers may
feel uncomfortable revealing personal data like medical and financial information to another
person.
20: Empower staff. Give front line staff the ability to please the customer. Too often they can't
make timely decisions nor can they present relevant offers - effectively facilitating customer
dissatisfaction and defection.
21: When buying any new CRM system, keep it simple. Don't buy what you don't need. The fewer
bells and whistles, the less time and money you'll need to devote to training. People don't like
change as it is; keeping things simple only makes the switchover that much easier. And train early
and train often.
22: Communicate your successes to the rest of the organization. Identify quick wins. Tackle the
smallest, easiest task straight away and save the hard stuff for later. Success early on gets the ball
rolling and motivates employees. Success can be contagious.
Too often, relationship programs are set up with the arrogant assumption that consumers should
be happy in a relationship where they just sit around and receive marketing messages. This is a
mistake. There needs to be a feeling of reciprocity by both parties (not to be confused with
economic parity). At the end of the day, you will want both the customer and the business to
perceive that they are getting more from the relationship than they are contributing. While the
company is most likely defining its benefits and costs in purely monetary terms. The customer is
more likely to be weighing more intangible aspects of the interaction. In any event, there is
satisfaction in both camps and the relationship is likely to go on. A win-win situation.