Build a Customer Relationship Management Strategy

Understand CRM best practices and create a strategy for success.


Your Challenge

  • Organizations of all sizes need a solution that will give them a unified view of their customers across the three major interaction domains: marketing, sales, and customer service.
  • Despite the importance of creating a “single face” for the customer, efforts in the three domains are rarely harmonized. Integration is critical across process domains. Social media is a particular pain point: marketing often leads social initiatives, but neglects to involve stakeholders in sales and customer service.
  • Most large enterprises understand the need to have a Customer Relationship Management (CRM) suite in place, but the adoption scenario has become complicated by a rising number of best-of-breed point solutions in the three domains. Integrating across disparate systems is painful – an integrated suite addresses the customer lifecycle the best. The larger the enterprise and the more complex the needs, the more this value proposition resonates.

Our Advice

Critical Insight

  • The importance of social media integration and mobile access (either through HTML5 or a dedicated application) cannot be overstated. Mobile support has significantly improved over the course of 2012, but you’ll still need to watch the mobile features to ensure a proper selection. The vast majority of CRM vendors continue to lag in social media features.
  • Augment the CRM suite with the best available point solutions where necessary. Strengthen the CRM ecosystem with integrated point-solutions, such as a Social Media Management Platform (SMMP) or a Field Service Automation suite to turbocharge functionality.
  • Taking a structured approach to implementation is paramount. Assemble a deployment team with the right skills and representation from stakeholders in the business. 

Impact and Result

  • Understand the benefits of using a CRM suite, as well as identify best practices for a successful CRM implementation.
  • Plan for and select a CRM suite that supports your business’s domains, customer segments, and channel strategy.
  • Save time and money by using Info-Tech’s Vendor Landscapes to compare and contrast the major CRM vendors, and then create a shortlist of the most appropriate vendors.
  • Gather vendor and product information, objectively score the responses, and conduct vendor demonstrations, in order to select the right product.

Contributors

12 confidential contributors.


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Guided Implementation Icon Talk to an Analyst

Our analyst calls are focused on helping our members use the research we produce, and our experts will guide you to successful project completion.

  • Book an Analyst Call on this topic. You can start as early as tomorrow morning. Our analysts will explain the process in your first call.
  • Get advice from a subject matter expert. Each call will focus on explaining the material and helping you to plan your project, interpret and analyze the results of each project step, and setting the direction for your next project step.

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CRM, Sales, Marketing and Customer Support Map

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