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
