Enterprise Customer & CRM Strategy Development Framework
The chart above is a CRM Strategy framework I have used to guide the development and future operational model of a customer relationship management (CRM) strategy and roadmap for a large multi-national company. This framework is comprised of the following major components that must be taken into account in developing a customer strategy & roadmap (from bottom to top) :
Major customer segments that exist comprise the foundation of the framework. These need to be taken into consideration as the major customer stakeholders that either are in place, or need to be defined as part of the future-state strategy.
The customer channel content that exists and will be needed moving forward once the major customer segments have been determined.
The partner matrix and partner relationship model that exists and will be needed – types of partners, partner distribution model, partner communications methods, partner acquisition model, etc.
The current and future customer touch-points specifications – usage, volume, delivery method, cost structure, etc.
Major customer, partner and market insights that exist and that are needed in the future.
The current and needed future state model for customer facing operations and capabilities that exist within each functional area.
The existing and future engagement model that will operate through the customer channels, utilizing the information/insights and channel and customer specific content, etc. – cost structure, automation, key strategies in each (sell in service, one and done customer service, etc.)
Finally the top of the pyramid, the customer and CRM strategy that drives all other structure capabilities and operating models as defined through a series of workshops shown later in this article.
High Level Enterprise CRM Transformation Approach
The chart above is a depiction of the transformation approach I have used to guide the development of the actual CRM strategy shown on the top of the pyramid from the last chart. In this chart we have the following:
Left side, “Synthesize Insights” – Depicts sample insights that need to be gathered and synthesized on the left in order to determine a realistic future state customer strategy and roadmap.
Top, under “CRM Transformation Approach” – The delivery, governance and oversight structures that must oversee and manage the delivery of a final customer strategy and 5+ year roadmap.
Middle, under “CRM Transformation Approach” – The major program phases in the delivery of the future state customer strategy and roadmap as well as the major goals and deliverables from each phase.
Right side, under “Net Positive Impact” – The major positive impacts from the development of a customer strategy and 5+ year roadmap stated in both quantitative measures (via a business case) and qualitative dimensions.
CRM Opportunity Assessment Process
The chart above is the high level process (level 0) I have used to assess the CRM (future-state) opportunities at a large multi-national company. While I start with this CRM process flow to accelerate the delivery of a customer strategy and roadmap, each is tailored to each client situation and set of requirements. This also includes a detailed approach and plan for conducting a series of “CRM Opportunity Assessment Workshops” attended by key executives and stakeholders whereby many of the components listed in the above flowchart are actually defined.
“To Be”, Future-State CRM Strategy Definition
The chart above details a small sample of the steps details that exist within the “CRM Opportunity Assessment” processes step. In this particular example, we must define the major customer strategies we want moving forward as well as the supporting details to successfully deliver the strategy:
Performance metrics that will be put in place to monitor the success of the overall program once the customer/CRM strategy is implemented
Budget & governance structure that will manage both the implementation of the strategy as well its ongoing operation of the program
Program success criteria for the strategy to be considered a success
Specific programs and projects to deliver the strategy
The stated strategic goals for each defined customer strategy
CRM Strategy & Roadmap Development Process
The chart above is the high level process (level 0) I have used to develop a future operational model of a customer relationship management (CRM) strategy and roadmap for a large multi-national company. I full project plan that includes task dependencies, project critical path, logical sequencing of project tasks, resourcing plan, etc. accompanies the above chart during an actual client project. This also includes a detailed approach and plan for conducting a series of “CRM Definition Workshops” attended by key executives and stakeholders that provide direct input into the future-state CRM strategy & road-map.
Strategic CRM Goals Definition Process
The chart above highlights the details associated with developing the specific and measurable objectives for a future state CRM & customer strategy. These details are highly variable and need to be tailored based on the specifics associated with the client’s market & requirements, budget, competition, market/customer gaps, etc.
This is just one article of 60+ total I have written on Customer strategy, CRM, marketing, product management, competitive intelligence, corporate innovation, change management – all of which I have significant experience in delivering for Fortune 500 companies.
In fact, my blog is now followed by nearly 160,000 world-wide.
The how to guide to Win a Customer for Life by Employing the 5 R’s of Customer Loyalty
The 5 “R’s” of Customer Loyalty
Ensure Your Company is 5 “R” Customer Compliant
Following the 5 R’s of Customer Loyalty Will Enable Your Company to Attract and Keep Customers for Life
Ensure Your Company is Customer R-Reliable
Top Steps to Ensuring Your Company is R-Reliable
The First “R” of Customer Loyalty Is Setting High Quality Customer Standards (External) and Goals (Internal) and then Delivering on that Customer Promise for Each and Every Customer Interaction as well as the overall & long-term customer relationship
Example of How a Company Demonstrates Customer R-Reliability
Example of How a Company Demonstrates Customer R-Reliability (continued)
Ensure Your Company is Customer R-Responsive
Top Steps for Your Company to Become Customer R-Responsive
The 2nd “R” of Customer Loyalty Is Ensuring That Customer’s Expectations Are Met: Needs, Concerns, Quality, Cycle Time Expectations, etc.
Example of How a Company Demonstrates Customer R-Responsiveness
Example of How a Company Demonstrates Customer R-Responsiveness (continued)
Ensure Your Company is Customer R-Recognizable
Top Steps for Your Company to Become Customer R-Recognizable
The 3rd “R” of Customer Loyalty Is Ensuring That Your Brand and Company has Distinctive and Positive Characteristics such that it drives positive emotions (driving repeat business, customer referrals, word-of-mouth adverting, etc.
Example of How a Company Becomes Customer R-Recognizable
Example of How a Company Becomes Customer R-Recognizable (continued)
Ensure Your Company is R-Relationship Oriented
Top Steps for Your Company to Become Customer R-Relationship Oriented
The 4th “R” of Customer Loyalty Is Ensuring That Your Brand and Company develops a high quality and mutually beneficial relationship with your customers based on mutual respect, customer insights, an ongoing and open dialogue and a model that encourages a partnership between your brand & company and your customers
Example of How a Company Demonstrates That It Is Customer R-Relationship Oriented
Example of How a Company Demonstrates That It Is Customer R-Relationship Oriented (continued)
Ensure Your Company is Customer R-Rewarding
Top Steps for Your Company to Become Customer R-Rewarding
The 5th “R” of Loyalty Is Ensuring That Your Brand and Company rewards mutually beneficial customer behavior (greater share of wallet, spend, brand partnership activities, etc.) such that it drives further and longer-term customer loyalty.
Example of How a Company Demonstrates Customer R-Rewarding
Example of How a Company Demonstrates Customer R-Rewarding (continued)
Is Your Company Ready to Take the 5 “R” Pledge?
SUMMARY: If you take the pledge above to adhere to the 5 R’s of customer loyalty, you will enhance your ability to attract and retain customers for life. Key to this is developing the capabilities to be best in class for each “R” and ensuring that you are (cost effectively) maintaining a major qualitative advantage in each customer R vs. your competitors.
For addition information on this topic, consult the following resources:
