Building An Effective CRM Strategy

© 2014 Maximizer Software Inc. WWW.MAXIMIZER.COM

Title page


Today’s Speaker

Desmond BristowMaximizer CRM

Director of Professional Services


Agenda

• Crucial components of an effective CRM strategy

• The number of assets your CRM provides• How to strategically impact the effectiveness of

your CRMSteps to building an effective CRM strategy

• The role Maximizer CRM can play in supporting your plan



CRM Strategy

• Companies that buy CRM and view it as a technology initiative will fail to see results

• Without a clear plan you will under-perform


What is CRM Strategy?

• Your CRM Strategy is the sum-total of all planning, development and adoption activities



CRM Strategy Components

1. A well-planned vision and strategy

2. Clear understanding of customer segments

3. Actionable customer insight based on customer needs and values

4. Customer-focused processes

5. Measures to ensure adoption

Source: Peppers & Rogers Group


Executive Vision

• Alignment of CRM strategy with corporate strategy

• Cross functional by nature• Advocate for the customer• Communicate




Customer Segmentation

Identify customers individually

Differentiate customers or customer groups based on their needs and value

Interact with customers in a way that benefits them and the company

Customize the relationship over time based on your understanding of their needs and value



Customer Segment Metrics

• Analyze CRM Information• Adjust strategy and tactics based on client

information• Goal is to discover “Golden Questions”• What are your golden questions?


Strategic Growth Metrics

• Leading Indicators• Funnel & Pipeline Indicators

• Website Leads per X• Inbound Calls per X

• Customer Services Call• Goal is to uncover what “X Factor” drives Y Revenue

and Z Profit

• CRM is an excellent source of Critical #: People (B/S)• Source for Capturing Brand Promise KPI


Customer focused process design

• Benefit the customer• Build the relationship with the customer


Data Quality

• Build a data quality habit• Your customer database is an asset


7 Measures for CRM Adoption

• Successful Organizations: • Prioritize Processes• Set Policies• Plan Performance Metrics• Review Structure• Audit Skillsets • Create Rewards• Build a Culture


A Culture of Trust

• “a belief that company has the customers best interests a heart”


You have the power with Maximizer CRM to strategically build your business


Ready to discuss your strategy?

Email: [email protected]

Phone: 1-800-804-6299

mailto:[email protected]

Building An Effective CRM Strategy

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