Beyond CRM 8 Steps to Better Customer Relationships
5. Re-engineer the processes. For internal CMR, enlist associates at all levels into the re-engineering process, bringing front- and back-office staff in early. This will allow employees to learn about the project from first-hand involvement while, at the same time, giving you a valuable understanding of the things required for your team members to perform their jobs.
For external CMR, ask your customers to take the lead in telling you how you can help them manage the relationship.
6. Get ready for change. Moving from customer relationship management to customer-managed relationships will affect the kind of information previously used to push products or services to the end user.
You will now be using data to learn what products and services the clients want, which will require changes in the management of the customer knowledge base. CMR activities demand the total integration of customer information gathered from all interactions and delivered with speed and precision. That will require more than horsepower. The IT team will have to find new ways to manage the customer data and facilitate the sharing process on an enterprise-wide basis. Everyone who has contact with customers will want their customer information complete and easily accessible—and they'll want it now!
7. Keep technology in its place. Too many guidelines for CRM start with technology. Technology applications are essential enablers for your CRM strategy, but the technology must be secondary. Too many CRM initiatives have failed because of one of two technology issues:
>Automated chaos: leaping into automation of existing business practices; or
>Allowing CMR programs to be seen as an IT project. Instead, enlisting associates into the re-engineering process enables them to view it as a customer service project heralding a fundamental change in the quality of customer interaction. This will lead to deeper relationships designed to make customer interactions more effective, better for the customer, and more profitable for the company.