Methodologies and tools for developing an effective CRM strategy to drive sustainable organisational growth. 11 step approach for setting your CRM strategy

1. CRM PLAYBOOK
Methodologies and tools for developing an effective CRM strategy to
drive sustainable organisational growth
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ORGANISATIONAL
READINESS
• Internal engagement
• Sharing strategy with employees
• Education and training
• Programme positioning and leadership
• Establishing cultural readiness for change
MEASUREMENT AND REVIEW
• Performance tracking (sales, retention,
incrementality, loyalty, satisfaction etc.)
• ROI
• Dashboard development
TESTING, INNOVATION AND
CONTINUOUS LEARNING
• Uncovering new insight from data and activity
• Competitor and analogous industry watch
• Idea generation
• Test programme
• Feedback loops
TECHNOLOGY, PROCESSES
AND TOOLS
• Assess current capbilities
• CRM system selection
• Business Integration
• Access and controls
CAMPAIGN PLANNING
• Campaign Goals
• Key messaging, content, offers and call
to action
• Personalisation
• Channels and phasing
CUSTOMER TOUCHPOINT
REVIEW
• Assessment of available channels and
touchpoints
• Identify high impact touchpoints
• Gap analysis and development of new
channels
CUSTOMER JOURNEY MAPPING
• Build out “as-is” and “to-be” journeys
• Create risk and opportunity analysis
• Customer life-cycle planning
• Identify key moments of truth
DATA STRATEGY
• Deciding data requirements
• Source and quality of data
• Data collection approach
• Developing insight
• Towards a single view of the customer
CUSTOMER UNDERSTANDING
• Customer persona/needs mapping and VOC
• Customer segmentation modelling &
prioritisation
• Objectives by segment (e.g. acquisition,
activation, retention, recovery)
VALUE PROPOSITION
DEVELOPMENT
• What is your purpose, why must you exist?
• What value do you offer your customers?
• What differentiates you for the
competition/alternatives?
ORGANISING PRINCIPLES AND
OBJECTIVE SETTING
• What do you want your CRM strategy to
achieve?
• Positioning CRM at heart of business
• Linking with corporate objectives
• Staging of implementation
CRM Playbook 2020
© Lead Idea Ltd
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