to EFFECTIVE CRM |
Step l:
The first step is your customer management strategy. Decide who needs
to be managed and how you will go about it. Remember that the word ‘customer’ may
need to encompass your suppliers, partners, sponsorship community, competitors
and industry groups as well as those who buy your products and services.
Step 2:
Determine the end game. How do you want your customers to behave? Think
about what constitutes a profitable customer in your model and what behaviours
they exhibit. Decide how to drive changes in customer behaviour that
enhance profitability. How will you tell your customers how to behave
and how will you reward those who do so?
Step 3:
Develop a segmentation model that will allow you to differentiate your
sales and service strategies. Move away from the one-size-fits-all model.
Your segmentation model will underpin success in the CRM arena so think
this one through carefully.
Step 4:
Look at how your product development strategies support your customer
strategies. Make it easy for your customers to buy, buy and buy again
from you. Look at product bundles, cross-sell and up-sell strategies
to help your customers understand how they can enhance and extend the
range of products and services they already have from you.
Step 5:
Decide how you need to organise yourself to interact with your customers.
Look at the structure of people and channels. Look at the behaviours
you need to encourage and measure within your organisation. Change your
performance management approach to support your customer centric model.
And don’t forget to look at your sales team, how effective they
are and whether they are driving you forward - your sales force will
set the pace and the style moving forward
Source: Trudy Barnett
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