Devising & implementing

CRM strategy
-Managing the customer experience
Ways the company touches the customer

Marketing Strategy
vis--vis CRM strategy
Marketing Strategy
-how to use market opportunities to
our advantage to cut the threats?

VISION-Market Position

CRM Strategy
-how to come closer to the
customer to deliver value and in
turn create value for us

VISION-Customer
Experience

Market audit
SWOT analysis

Customer behavior & requirement

audit
Capability analysis

TARGET-Market segments

TARGET-Customer
Segments

Penetration , development,
maintenance & productivity

Acquisition, development,
retention &efficiency

MEASURES-Market share,
brand equity

MEASURES-Loyalty, Cost to
Serve

Based on PLC

Based on CLC

Strategic Planning
Framework

Collect

Planning for effective CRM

Understanding the customer value
proposition
Customer total experience

STEP-I
CRM
Understanding

Vision

the value offered

Customer specific relations
Importance of CRM
Nature of customer experience to be
delivered

STEP-II
CRM Strategy
Analyzing

current position wrt customers

loyalty & satisfaction
Customer segmentation
Setting up objectives( desired retention,
acquisition)
Defining parameters for measurement
Understanding the required infrastructure

STEP-III
Valued customer
experience
Value

creation from customer's

perspective
Ensuring continuous customer
research &collaboration

STEP-IV
Organizational
collaboration
Involving CRM in Internal processes
Organizational structures
Compensation plans
Suppliers & business partners

STEP-V
CRM Processes
Manage

the customer life cycle

Knowledge management to create
personalized customer experience

STEP-VI
CRM Information
Understand

what data is required

Devise systems to structure &
analyze data
Devise means to access feedback
data

STEP-VII
CRM Technology
What

technology to be adopted?
Technology integration with
organizational channels/ systems

STEP-VIII
CRM Metrics
Setting

up measurable, specific
objectives & indicators
Setting up hierarchy of metrics as
per purpose and level.