How can you increase your odds of success? Simple, be SMART!
Use the letters S-M-A-R-T to remember what CustomerThink has learned from analyzing thousands of CRM projects. Concentrate your efforts first on strategy, metrics and organization alignment. Then decide how processes and technology can help you execute your strategy.
Click on the links below to view content relevant to each SMART category:
- Define your Strategy for customer value, including both the value you deliver to customers and what you expect to receive in return.
- Use appropriate Metrics to guide your customer-centric journey. Don't forget to include the emotional side of relationships in your measurement process.
- Ensure proper organization Alignment with the vision and objectives of your CRM program. People must be motivated to do the right jobs to serve customers. Are they?
- If necessary, Redesign customer processes and experiences before you spend time automating to improve efficiency. Don't "pave the cow paths."
- Use Technology as an enabling tool. Just make sure you're a good "carpenter" before buying the latest "hammer."
Putting customers first is good business. If you work at CRM, it can deliver the ROI and differentiated relationships you'll need to succeed in today's competitive marketplace.
