CRM Issues and Methodologies

Many Issues Need Addressing in Early CRM Implementation Stages

Apr 7, 2009

There is no one "right" CRM framework for every business sector, however, every sector will face similar challenges in determing the appropriate implementation process:

These are the common issues most companies face in determining the best implementation method for a CRM system:

CRM Workshops

It can be extremely valuable in the early stages of CRM development to hold CRM workshops that bring together management groups to establish an in-depth understanding of the concepts, methods, and implications of the new strategies, as well as to convey a common viewpoint. Senior management should play a prominent leadership role in this process by providing a supporting member to the CRM project team, and should meet separately with key managers and groups to establish an understanding of why the transition to CRM is needed. The senior member should remain an integral member of the development team throughout the development period.

CRM has evolved from the the retail sector’s original roots, where neighborhood store owners knew their customers and took special care of their interests and needs. Then came the megastore and a reduction in customer service and now CRM technology is allowing retailers to re-build customer relationships and to keep customers coming back, the same way as the neighborhood store did in a bygone era.

Successful companies make the relationship something the customer values more than anything else they could receive from the competition. Companies do this by examining customer experiences, not only with transactions and demographics, but also with every interaction, including a web site visit, a phone call to a contact center, or a response from a direct mail campaign. Building the data and information technology architecture around the customer, will ensure they have a seamless and rewarding experience when doing business with the company.

Exact transaction analysis is a process of analyzing every customer transaction exactly. This process is the ultimate methodology to derive the full benefits of CRM, since this can only be accomplished if an organization has the capability to interact with each and every customer on an individual level.

The Impact of Technology

There are two key factors that are important in the application of technology to managing customer relationships:

The application of relationship technologies to customer transactions and the implementation of a CRM strategy in stages, are two more key elements in the successful management of customer relationships.

Relationship technologies are the keys to successful and productive relations with customers, and are important supporting mechanisms for an organization to manage its customer relations.

A well-defined CRM solution, based on a data warehousing system, enables businesses to capture and analyze customer interactions and transactions, and reduce customer churn -- a process that may be defined as “the constant and continual movement of customers from one organization to another.” Properly aligned with customer needs, CRM can also help companies better understand their requirements and changes in buying patterns and lifestyle, and build long-term relationships of value to them.

The Importance of Customer Interactions

Various customer surveys have shown that people want businesses to keep in touch with them, to be responsive to their purchasing needs, even to anticipate these needs. In short, they expect a relationship that has value.

It is important to use every customer interaction and transaction to forge and nurture a strong relationship, and to maintain this relationship. Organizations that achieve high ratings for customer relations are those that make the relationship of value to the customer, a concept which needs re-emphasizing. This factor has become a significant differentiator among organizations.

Customer surveys which examine the impact of technology on the delivery of improved customer practices and services, show that technology alone does not guarantee success in enhancing customer relationships. A change in corporate culture is a key driver in a successful CRM strategy.

The copyright of the article CRM Issues and Methodologies in Customer Relations is owned by Duane Sharp. Permission to republish CRM Issues and Methodologies in print or online must be granted by the author in writing.