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Internal CRM Planning for 2013

Internal CRM Planning for 2013

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Mark Miller, Digitas' CRM Practice Lead, explains how to prepare for 2013.
Mark Miller, Digitas' CRM Practice Lead, explains how to prepare for 2013.

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Published by: DigitasLBiPerspectives on Aug 01, 2012
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12/05/2013

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DIGITAS PERSPECTIVE
August
 
2012
 
Are you ready for 2013? Here’s How to StartPlanning
We’re midway through the summer, and planning for 2013 has already gotten started. Now’s the time toreconsider budgets and assess new investments to figure out how your brand can amplify its consumerrelationships. With that in mind, I’ve put together a two-part series on what every CRM executive shouldfocus on as they plan for the new year: 1) your internal organization and 2) your external vision.Let’s kick things off with part one below: your internal organization. At the end of the day, behind everygreat brand is a great organization. And the best way to execute great CRM strategy is to apply thosesame customer relationship principles to your own company.
Ask the right questions
In a recent piece for
The New York Times 
, David Carr writes that one of Yahoo’s problems is that,historically, even its own CEOs have had trouble answering one simple question:what is Yahoo?As it turns out, that identity problem is hardly unique. A survey from Deloitte showed that while 83% ofexecutives believe that senior leadership regularly communicates their company’s core values and beliefsto staff, only 67% of employees agree. The simplest questions of “what are we?” and “what do we standfor?” go unanswered.Before you allocate deeper budgets into an external CRM strategy, it’s important to sit down and surveyyour own staff. Find out how they perceive the company, and their place in it. Ask them the following:
What value does our brand have in the marketplace?
Why should consumers choose our brand over the competition?
What goals are you working towards for our brand?
Do you feel like your department is aligned with the others? Are you all working towards acommon goal?
Communicate your brand internally
Consumers won’t purchase something if they don’t really understand it. Likewise, employees won’t workat their full potential if they don’t know what their contribution is going towards. If you’re not getting theanswers you desire for the questions listed above, then you need to think about how to apply the basicprinciples of CRM with your own employees.Here’s what you should invest in:
 
Regular and candid communications 
: your people want to hear from you. They want to be kept inthe loop. And not only should you be reaching out to them regularly, you should use thosecommunications as an opportunity to reinforce key messages about the company. Keep yourpeople informed about what the brand really stands for—what it means in the marketplace.
 
A multi-channel approach 
: you wouldn’t keep your CRM strategy limited to just onechannel. Likewise, email alone isn’t a winning strategy for your employees. From all-staff meetings to social channels, find different ways of reaching out to your peopleto keep them engaged and informed.

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