When it comes to the creation of a customer relationship management (CRM) vision that truly serves to enhance the customer experience, so many organizational leaders are trapped within their own understanding of what that vision entails. Consider the following statistic: of all CRM programs initiated, roughly 70 percent involve a great solution but a bad implementation plan, resulting in poor return on capital employed (ROCE) and, equally important, a negative CRM experience for all parties involved.
What does this mean?
Companies have a fundamental lack of understanding of what makes for a true CRM vision. The vision that drives the CRM program must embrace the picture of a new, enhanced customer experience—that is, a new relationship.
Therefore, the vision is not about the technology being used or the quantitative measurement of the number of customer transactions occurring. Sure, these elements are important, but they should be viewed as supporting factors or consequences of the vision, not the vision itself.
As a result of these misguided notions and subsequent CRM visions, the "new" customer experience is flat, or even unnoticeable. Further, the value derived by the company becomes mediocre at best, and CRM is given the undeserved bad reputation of not being able to deliver.
Following are four steps to develop an effective and attainable CRM vision.
What does this mean?
Companies have a fundamental lack of understanding of what makes for a true CRM vision. The vision that drives the CRM program must embrace the picture of a new, enhanced customer experience—that is, a new relationship.
Therefore, the vision is not about the technology being used or the quantitative measurement of the number of customer transactions occurring. Sure, these elements are important, but they should be viewed as supporting factors or consequences of the vision, not the vision itself.
As a result of these misguided notions and subsequent CRM visions, the "new" customer experience is flat, or even unnoticeable. Further, the value derived by the company becomes mediocre at best, and CRM is given the undeserved bad reputation of not being able to deliver.
Following are four steps to develop an effective and attainable CRM vision.
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