Crm Success Essay

4611 words - 19 pages

CRM Effectiveness White Paper
Ten Steps to CRM Success A Customer Relationship Management White Paper

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Ten Steps to CRM Success
Table of Contents
Ten Steps to CRM Success......................................................................................... 1 Customer Relationship Management....................................................................... 1
Step1: It's all About the Customer ........................................................................ 1 Who Are Your Customers? ............................................................................... 1 Define Customer Attributes ............................................................................... 1
Step ...view middle of the document...

...................................................... 4 Marketing Campaigns and Analysis.................................................................. 5
Step 7: Leveraging the Loyalty Effect ................................................................... 5 Customer Service for Your Other Teams.......................................................... 5
Step 8: Choose the Right Tool and Approach ...................................................... 6 Phased Approach.............................................................................................. 6 Key Initiative Attributes...................................................................................... 6
Step 9: Build the Team ......................................................................................... 6 Where to Start: Executive Buy-off ..................................................................... 7 The Team.......................................................................................................... 7
Step 10: The Experts ............................................................................................ 7 Conclusion................................................................................................................ 7 About FrontRange Solutions and GoldMine® CRM.................................................. 8

Ten Steps to CRM White Paper 1
Ten Steps to CRM Success
Customer Relationship Management What is Customer Relationship Management (CRM)? The Wikipedia definition of customer relationship management states, "CRM consists of the processes a company uses to track and organize its contacts within its current and prospective customer base." CRM software is used to support these processes - managing information about customers and customer interactions to be entered, stored and accessed by employees within different departments. Typical CRM goals include optimized services provided to customers, targeted marketing programs and improved sales engagement. CRM is not just about technology, but rather the union of people and processes, supported by technology. Without a solid understanding of the business requirements and metrics for a CRM initiative, companies run the risk of a failed implementation. By not providing the context, support and understanding for employees - a company can risk limited use of the technology and a frustrating deployment experience, resulting in the lack of adoption of both processes and technology.
Step1: It's all About the Customer The goal of any CRM system is not only keeping track of customer information, but also enabling ease of doing business for your customers. Enabling companies to easily work with you and develop a powerful relationship between your customer facing divisions and their employees will have them coming back to you for future business.
Who Are Your Customers? In order to achieve this open, forthcoming relationship with your customers, you must capture aspects...

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