Customer Relationship
Management (CRM) is one of the hot buzzwords of this business age.
The market is full of failed investments and unhappy customers.
What does it mean and how do you do it effectively? How can you
be successful? What is the difference between CRM and SFA? Do you
have a CRM strategy? Does it align your personnel in your call center
with your IVR and your website in terminology and business flow?
Do they all align with print and email campaigns? How do you identify
target customers for sales and marketing campaigns? How do you measure
the success of those campaigns? What happens when your customers
get information online and then call you directly, do you know?
And what about all those emails? Does your telecommunications infrastructure
support your strategy and processes in a efficient and effective
way? Our associates specialize in the application of the right customer
channels to the right customers using the right information technology
to ensure customers remain loyal and your business continues to
succeed.
The
following 40 considerations represent a small subset of the
500 considerations documented within IND's CRM Success WorkbookSM.
Contact Us for more details.
-
What
are the four or five key results you are looking to achieve
which are different to today and why, what are the problems
you are looking to address ?
-
Are
there organizational changes you are looking to affect or major
organizational imperatives which are going to effect you (e.g..
M&A activity, Change in Geography, New Market Penetration,
Economic Downturn or Upturn, Adoption of Channel Sales And Service)?
-
Who
are the competitors you most admire and why ?
-
Who
are the non-competitor companies you most admire and why ?
-
What
are the most important business metrics you track today or would
like to track ?
-
How
is your Customer Facing organization structured and do you believe
this needs to change (e.g. Field Sales & Service, Channel
Sales & Service, Inbound Call Center, Outbound Call Center,
Internet) ?
-
What
are your core marketing strategies (e.g.. lead purchasing, inbound
sales, field sales, referential sales, campaign strategies etc)
and how do you track ROI.
-
What
are the standard ROI metrics on customer-centric organizational
programs ?
-
How
do your relative channels perform
-
Do
you have a sourcing strategy (business, technology, onshore,
nearshore, offshore) ?
-
What
are the other corporate initiatives which may affect your contact
strategy ?
-
Which
organizations and personnel must be involved to ensure any change
is effective ?
- What are the most
important data elements required to support and measure the
strategic intents ?
2. Current
Assessment
-
How
are your sales, marketing and service organizations organized
(e.g. field, channel, call center, by geography, by product,
by customer segment, existing customer vs new, language etc)
-
Do
you have customer contact statistics by channel ?
-
How
are campaigns tracked (process and technology) ?
-
How
is customer satisfaction tracked (processes and technology)
?
-
What
is the workflow by contact type and customer and where are the
problems ?
-
What are your contact volumes by contact type
and channel type and the current resolution / success metrics
?
What
technology is implemented and how does it support the customer
flow ?
-
Is
any of this technology redundant / due for replacement for other
reasons ?
-
How
do the call center, internet and field/channel processes and
technologies interact ?
-
What
is your cost of service / sale per channel and how effective
is this against industry benchmarks ?
-
What
are your learning and knowledge support capabilities for personnel
?
-
Do
you use skillgroups by geography, customer segment or product
and how do customer contacts get to the right organization /
person ?
-
How
do your telecommunications, IVR, CTI, Call Routing, Knowledge
Management, Customer Records, Product Records, Business Intelligence,
Campaign Management, SFA, Internet, Workflow Management,
Inventory Management, Finances, Partner Management, Executive
Measurements/Scorecards and other CRM components work together?
-
What
is the alignment between you current staff performance,
compensation, management structure and your business goals ?
-
What
is the data availability, what media is it available in
and how does it support or hinder the current process
workflows ?
-
What
are your infrastructure standards (servers, OS, database,
communications, centralize/decentralize,
API/Programming/Middleware)?
3. Opportunity
/ Gap Analysis & Roadmap
-
What
are the opportunities presented with cost benefit business cases
(process / technology / organization?
-
What
are the implementation schedules for the various opportunities
?
-
Are
their pilots / trials which should be used ?
-
What
external suppliers should / could be used and what is the process
for analyzing / selecting the appropriate candidates ?
-
Can
any of the current or future suppliers help reduce costs ?
-
What
are the interrelationships between the various initiatives ?
-
What
are the key risks on moving forward ?
-
How
can sourcing affect your plans ?
-
What
is the gap between data required and data available and the
access to that data in the required form to support the
strategic intents and improvements ?
4. Design
-
Define
the organizational changes, plans and impacts ?
-
Define
the process changes, plans and impacts ?
-
Define
the required data changes, data availability changes and data
provisioning changes ?
-
Define
the technology changes, plans and impacts ?
-
Evaluate,
select and engage external suppliers ?
-
What
are the integration issues ?
- What are the implementation
phases ?
- What are the cost
benefits by implementation phase and deliverable ?
Phase
2 - Supplier Selection / Proposal - Click Here
Phase
3 - Transition - Click Here
Phase 4 - Relationship
Management & Benefits Tracking - Click Here
back
to top
|
