Blueprint for CRM
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A brief introduction to preparing for CRM
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Blueprint for CRM
- 1. The Blueprint for CRM An Approach
- 5. Customers have their own view of the relationship SPECTRUM OF RELATIONSHIP I need constant contact I know where you are when I need you Mail Email Phone Social Media Committed Active Aloof Ad hoc
- 6. Customers have their own view of the relationship SPECTRUM OF RELATIONSHIP I need constant contact I know where you are when I want something Mail Email Phone Social Network Ad hoc Aloof Active Committed Do you know where each customer is on this scale?
- 7. If you don’t have the insight into your customers, how do you hope to manage the relationship?
- 13. Applications and Data Customer Data Prospect Data Analytical CRM Operational CRM CRM Deliverables Billing Subs, Purchase & Training Processing Market Data Fulfilment Services Research Data Statutory & mass comms } Management System } CRM }
Editor's Notes
- At this point we might introduce some definitions, although they don’t need to go into the slides
- The Project Team should comprise: Representatives from the business – the Marketing and Sales users; involve people at the coalface as well as managers and if you have a field sales force and/or branch or distributor channels involve staff from these channels too. If you expect your IT department to deliver a solution for your database strategy then it is wise to involve them from the outset and since there are likely to be implications on working practices and business processes, your HR department should also be represented; not only will they assist in providing some scope to the inter-personal elements, but they will also be useful in helping to manage change in the business once the scheme goes ahead. Ideally involve a board member in your project team. They will become your champion upstairs and will fight your corner when it comes to business case, resources and changes in business processes.