Digital BrainFest 2013 World Café – CRM Session

The CRM World Café sessions at Digital BrainFest generated a long list of good ideas related to

driving CRM success within the enterprise. Leaders from a variety of industries and business

functions contributed to the discussion. Though the questions discussed and corresponding

answers varied (see below), the bottom line of every conversation usually boiled down to three

key questions that an enterprise should be striving to answer:

1. How does your organization define an ideal customer relationship?

2. How should your organization align CRM strategy across sales, service, marketing, product,

ops, etc. to usher your customer relationships towards the ideal state?

3. How will you measure performance and progress against that ideal state?

As you read through the many ideas shared in response to the World Café questions listed on the next page, we suggest that you map these ideas (and others that you’ll come across elsewhere) to the questions above, as they pertain to your organization.

Overview:

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• Improveloyaltythroughrelevantcustomerexperiences• Knowwhatthecustomerswant• Associate/connectpeopleandloyaltystatus• Providerealtime• Consistentcustomertreatment• Captureknowledgeofcustomer• Consolidatefunctionsandcosts• Supportachangingbusinessornewproductrollout–by

helpingprovidesingleviewofcustomeracrossproducts• Enablecustomerfacingruleswithnew/improvedsales

capabilities• Foster/drivesalesopportunities• Interdepartmentcommunication/collaboration• Linkinternalandexternaldatatodriverelevantsales

pitches/offers• Incorporatesocialdatatosupportcustomerprofilingto

improveexperiences• Driveleadgenerationandproveoutstrategiesformarket

penetration• Supportcustomerself-service• Singleview–eliminatecompetingforthesamecustomer• Nurtureleadsintosales–understandpatternsandbehavior• Closedlooppersonalization• Audiencedefinition/segmentationtooptimizesales

approach• Givesabilitytoproveoutdashboardbeforeinvestingin

moreexpensiveBItools

• Cost• Timeconstraints• MixedcontextuseofCRM–toomanyplayers• Data–canlackquality/integrity• Hardtopullactionableinsights• Lackofalignmentincustomerstrategy• Notknowinghowtobestusetheproduct/technology• Culturethatdoesnotsupportuseoftool• Discipline–mustusetoolconsistentlyandcorrectly• Usingthewrongtoolorpoorimplementation• Corruptingtoolswithtoomuchconfigurationandbad

data• Poortechnologytobusinessalignment• Bakingpoorornon-CRMprocessintonewtools

• Alignmenttocorporatestrategy

• Drivenbythedesiredbusinessoutcomes

• Definewhatis“goodcustomerexperience”

• Howisexperience,retention,loyalty,valuetocustomerdefined?

• Whatdoeslifetimevalueofcustomermeantoyourorganization?

• Number/frequencyoftouchpoints

• Definitionoftheproblembybusiness,bycustomers

• Retentioncosts

• Whatisthecostofcustomerwaittime?

• Routingcallcorrectlyandefficientlybasedonpasthistory

• Segmentationbyservicetype

• Abilitytoenableemployeestoaction

• Flexibilitygivenoperatingmargin

• Howtomeasure?Whatmeasuresequalsuccess?

• Customersegmentation?

• Howdoesthebusinessneedtostayaheadandevolvetomeetevolvingcustomerneeds?

Question 1 – What are the most valuable benefits of CRM technology to the enterprise?

Question 2 - What factors should be considered when balancing the importance of good customer experiences against operational costs?

What limits an organization’s ability to achieve these most valuable benefits?

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