Questionnaire

Please rate your Organization and your approach on this CRM scale

Please score between 1-5 for each statement.

1=Strongly Disagree 2= Disagree 3= Neither agree nor disagree 4= agree 5= strongly agree

Statements

1. Through ongoing dialogue, we work with individual key customer to customize our offerings 4
2. My organization provides customized services and products to our key customers 4
3. All people in my organization treat key customers with great care 5
4. My organization makes an effort to find out what our key customer needs 4
5. When my organization finds that customers would like to modify a product/ service, the
departments makes coordinated efforts to do so 4
6. Customers centric performance standards are established and monitored at all customer touch
points 4
7. My organization has the sales and marketing expertise and resources to succeed in CRM 4
8. Our employee training programs are designed to develop the skills required for acquiring and
deepening customer relationship 5
9. My organization has established clear business goals related to customer acquisition,
development, retention and reactivation 5
10. My organization commits time and resources in managing customer relationship 4
11. Employee performance is measured and rewarded based on meeting customer needs and on
successfully serving the customers 4
12. Our organization structure is meticulously designed4
13. My organization has the right personnel to provide technical support for the utilization of IT in
building customer relationships 4
14. My organization has the right software to serve our customers 4
15. Organization has the right hardware to serve our customers 4
16. Individual customer information is available at every point of contact 5
17. My organization maintains a comprehensive database of our customers 5
18. Customers can expect exactly when services will be performed 4
19. Customers can expect that my organization’s employees respond to their requests promptly 4
20. My organization’s employees are willing to help customers in a responsive manner 4
21. My organization fully understands the needs of our key customers via knowledge learning 5
22. My organization provides channels to enable ongoing two-way communication with our key
customers and us 4
23. Customers can expect prompt service from employees of my organization 5
 CRM Checklists

1. Do we know the profile of our customers? Do we know the trends in this profile? 5
2. Do we know exactly how many customers visit our outlet daily? 3
3. Do we know exactly how many visitors actually buy? 5
4. Do we know how much each visitor bought? 4
5. Do we know how many repeat customers we have? 4
6. Do we know how many customers actually generate referrals? 3
7. Do we know how many items the customer wanted and how many he actually got? 2
8. Do we know what share of the customer’s expenditure (for our relevant category) we
have captured? 2
9. Do we have a customer database? 5
10. Do we monitor customer satisfaction levels? 3
11. What is the trend in the consumption pattern at the store?
12. What are the corresponding competitive benchmarks?
 An Action Checklist for CRM Implementation

 Have we calculated the life time value of the customer? 2

 Do we plan our existing customer marketing as carefully as we plan our new
customer marketing strategy- do we think to create true customers and enhance
relationships? 3
 Do we stress value over price in our marketing Endeavour? 4
 Do we work hard to establish social bonds with our customers- do we focus
enough energy on the “two C’s” of services marketing i.e. Communication &
Customization? 3
 Do we see structural solutions to customer problems? 4
 Do we focus on fairness in our company? 4
 Do we focus enough on competitive differentiation? 5