Customer Relationship Management: Steps to Implement a Customer-focused Strategy

A recent study shows how global leaders avoid early CRM pitfalls by applying change efforts to the most critical customer relationships first. Countdown to Customer Focus: A Step-By-Step Guide to CRM Implementation, available at http://www3.best-in-class.com/rr250.htm, highlights how companies identify the critical areas of customer relations that can be most improved. Study findings include: -- Benchmarked companies examine all aspects of customer relations to determine which improve with customer-focused programs. One company uses a four-step evaluation process that looks at company practices, from development to delivery, and improves them based on measurement metrics derived from research. -- One benchmarked company targeted CRM efforts on each customer groups needs. They also offered loyalty programs that best serve these customers. To create a customer-focused corporate culture and communicate these initiatives, CRM executives implemented a company-wide mission statement, as well. The study is based on exclusive interviews and surveys with CRM team leaders at 32 of the worlds most profitable companies. In addition to early stage CRM activities, the study includes: -- A step-by-step roadmap for effectively rolling out a CRM program - from strategic planning to program performance management -- Performance metrics -- Tactics to build company-wide support -- CRM implementation roles and responsibilities matrix