CRM requires solid operational efficiencies.
The only source of competitive advantage is an obsession with understanding, delighting, connecting with, and serving customers. Modern CRM can only be successful if the foundations for sales, marketing, and service processes and technology are solid.
Because of this quantifiable return on investment (ROI), CRM became a must-have in large organizations and continues to be so today.
Our data shows that almost 2/3 of technology decision-makers at enterprise organizations have implemented a subset of CRM capabilities. Specifically, 41% have already implemented a customer service and support (CSS) solution, 34% have implemented a sales force automation (SFA) application, and 26% have implemented marketing automation, and many are investing more to upgrade their tool sets.
Step 1 — Align Your CRM Strategy With Your Customer Experience.
Uber provides frictionless engagement experiences. Uber’s smartphone app lets customer request, use, rate, and pay for car service. Uber engages their customer for feedback.
Step 2 — **Focus CRM Outcomes On Revenue Uplift. **
CRM to build relationships and boost loyalty. Better understand and support customer needs (i.e. correlate absences with visits).
"CRM to boost service efficiencies and increase satisfaction."
Optimizes the time to resolution allows the company to provide mission-critical support to customers (aggregate data about product’s performance and capacity).
Step 3 — Support The End-To-End Customer's Journey.
Customers want to use multiple communication channels and touchpoints (e.i. purchase merchandise online and pick it up in a store).
Step 4 — Use CRM To Deeply Personalize Engagement.
Customer experiences must be deeply personalized, all of which are captured in CRM. Agent uses real-time data to customize programs.
Step 5 — Extend CRM Beyond By Leveraging Integrations.
The CRM tracks interaction data with its back-office systems that which automate inventory replenishment.