CRM Section 05

Section 5

Relationship-Building Strategies

Customer Relationship Management

Relationship-Building Strategies

Introduction to Relationship-Building Strategies

Contents

Establishing Effective Strategies 1. Establishing Customer Relationship Management Objectives........................................1 2. Common Organizationwide Objectives .........................................................................3 3. Supporting Call Center Objectives ................................................................................7 4. Components of an Organizationwide Customer Relationship Management Strategy

[Strategic] ....................................................................................................................13 5. Developing the Supporting Call Center Strategy [Strategic] ........................................18 6. Establishing a Supporting Operational Model ............................................................23 Aligning Resources 7. Aligning People, Processes and Technologies................................................................26 8. Organization Design Considerations ..........................................................................31 9. Building Executive Sponsorship and Support .............................................................36

Exercises............................................................................................................................40 Reference Bibliography .....................................................................................................44

Call Center Customer Relationship Management Study Guide ? Version 2 ? Copyrighted to ICMI, Inc., 200

Relationship-Building Strategies

1. Establishing Customer Relationship Management Objectives

Ready? 1 2 3

Key Points

? Two layers of customer relationship management objectives are necessary: 1. Organizationwide objectives 2. Objectives for specific organizational units or functions, which support overall objectives and synchronize activities across the organization

? In addition to deciding which objectives to establish, the organization must also weed out those that may conflict with overall direction.

Explanation

Customer relationship management is a business project, not a technology project, and requires involvement and support from people across the organization. Objectives play a vital role in driving activities, priorities and expectations. They should be developed with the customer's viewpoint in mind and should be linked to the key components of the customer relationship management strategy, which, in turn, should support the organization's vision. Customer relationship management objectives and measurements should enable the organization to assess in measurable terms whether the organization is consistently achieving successful strategy implementation.

An Ongoing Effort

Customer relationship management has been variously described by advocates as "treating different customers differently" to "a strategy for increasing revenue, improving operational efficiencies and winning market share through a better understanding of customers and their behaviors" to "building a common, organizationwide focus on customers." So, how do customer relationship management objectives differ from traditional organizational objectives? In organizations that have had a strong customer-oriented focus in the past, customer relationship management objectives are likely to reflect more of an ongoing evolution of what they've already been doing. But in organizations that have not had a unified, organizationwide focus on building customer relationships, customer relationship management principles and objectives will

Call Center Customer Relationship Management Study Guide ? Version 2 ? Copyrighted to ICMI, Inc., 2002

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