AMA Conference 2020

Cart before the horse for CRM?

Cart before the horse for CRM?

By Helen Dunnett

SUMMARY

When thinking and talking about a CRM strategy don't just focus on the IT implementation that is the customer database technology. A clear understanding of customer journeys and how a customer interacts with your organisation will help you align your internal business processes and CRM strategy with these interactions.

Keep these 5 things in mind and you can’t go far wrong:

  • CRM isn’t CRM unless it affects the customer’s experience
  • CRM is a strategy, not a project
  • CRM should improve ROI
  • Technology is a means, not an end
  • You want a 360 degree view of your customer
Resource type: | Published: 2015