Implementing a Customer Management Intelligence Program

Implementing a Customer Management Intelligence Program


Primary Research CX/CI Experts

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•  On-demand courses and roadmaps

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•  “How” in addition to “why”

•  Templates to implement in your organization

•  Created by professionals who have implemented in the real-world

•  Organizations can select courses to create their own training programs

10 Steps to Define Your Customer Relationship Requirements

Step 1: Define your customer relationship goals and plans Step 2: Determine which channels are important Step 3: Data

Data Strategy Email marketing data Web behavior data Social media

Step 4: Frequency of data updates Step 5: Determining analytics Step 6: Managing customer contacts and interactions Step 7: Reporting and evaluation Step 8: Technology

On premise versus hosted Suites or niche tools Technology platform

Step 9: Solution support Step 10: People and processes


STEP 1: Define your Customer Relationship Goals and Plans

•  All customer touch points defined

•  Envision the experience each customer has


STEP 1: Define your Customer Relationship Goals and Plans

SWOT Analysis:

•  Strengths: characteristics of the business or project that give it an advantage over others •  Weaknesses: characteristics that place the business or project at a disadvantage relative to others •  Opportunities: elements that the project could exploit to its advantage •  Threats: elements in the environment that could cause trouble for the business or project


STEP 2: Determine Which Channels are Important






STEP 3: Data


STEP 3: Data

Data Planning and Strategy

Prioritize Current State

Analyze Data Quality •  How well is the data populated? •  Is it cluttered with erroneous values? •  What about less obvious places you could consider capturing useful customer information?


STEP 3: Data

Configure Data Capture

Value From Your Own Data

Analyze Outside Value

•  Email Marketing Data

•  Web Behavior Data

•  Social Media Data


STEP 4: Frequency of Data Updates

How critical is that data to your customer relationship needs?

How best does your relationship program need to manage that data?

Is it through a centralized system or can smaller stand-alone system work?

Do you need data in real-time or would more frequent batch processes work?


STEP 5: Determining Analytics


STEP 6: Managing Customer Contacts and Interactions

Consumers want to be recognized as individuals and treated consistently

Course: Put the “R” Back in Your CRM

How does the type of customer relationship affect your requirements?

How complex are you targeting your customers?

What is it you plan to do with them – just email campaigns?

Are wave campaigns a key part of your overall plan?

Decisions made within the system deployed back in social media activities and your website?


STEP 7: Reporting and Evaluating

•  What type of reports do you require for the different groups that will want to see

metrics?

•  Do you have Key Performance Metrics defined from the executives?

•  How detailed do they need to be?


STEP 8: Technology

Traditional on-premise packaged solution?

Outsourcing the management of the solution to a suitable vendor?

Make sure to check that the technology you need fits with your IT strategy


STEP 9: Solution Support

What are your expectations and needs both pre and post-implementation?

Combine strengths in:

•  business consulting

•  technical implementation

•  professional services

•  account management


STEP 10: People and Processes

•  Defining the people and processes and making sure those touch points are

addressed and managed

•  Dramatic impacts needs to be identified

•  Identify key players in your organization who can help support the project

•  A customer relationship management program should not be viewed as an

event – it should be viewed as a continual process


Best Practices for Building Client Relations

Best Practice #1: Be Patient

Best Practice #2: Know Their Business

Best Practice #3: Go The Extra Mile

Best Practice #4: Treat Each Customer as the Only One

Best Practice #5: Responding Promptly

Best Practice #6: Don’t Just Rely on Emails

Best Practice #7: Always Summarize Next Steps


Conclusion


Conclusion



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