Five Essential Steps To Successful Customer Relationship Management June 22, 2008

Putting in Place the Five Steps of CRM, which will include:
Stage 1: Enhancing the Value Offered to Customers
• Tools to enhance the value delivered
• Tools to determine which value dimensions to compete on
• Measuring value offered to customer
Stage 2: Differentiating Customers for CRM
• Approaches that can be use to differentiate customers
• Managing the heterogeneity of consumers
Stage 3: Setting Better Customer Goals
• Customer segment profitability analysis
• Customer performance appraisal
• Sensitivity analysis using customer lifetime values and
customer modeling techniques Stage 4: Aligning Organisation to CRM Goals
• Being holistic by addressing the following in an
organisation:
 Strategy of CRM
 Structure of the CRM organization
 Systems that support CRM
• Deciding who should drive CRM in an organisation
• Staff selection issues for CRM implementation
• Motivational issues for employees
Stage 5: Developing Organisational Linkages
• Identifying key metrics to be tracked
• Learning about Net Promoter Scores
• Customer driven key performance indicators
• Developing a customer experience scorecard

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