Simon Whitson Worked in CRM since the 90s Business Intelligence and Insight Independent CRM specialist CRMManifesto.wordpress.com uk.linkedin.com/in/whitson whitson simon@whitsonconsulting.co.uk crmmanifesto.wordpress.com

Launching the CRM Manifesto Simon Whitson Whitson Consulting crmmanifesto.wordpress.com

Why are we here? Core principles of CRM Bad press on CRM because goals unclear There’s a lack of understanding about what CRM is

A CRM Manifesto for us all The CRM Manifesto is a declaration of the fundamental truths about Customer Relationship Management 13 simple statements Inspired by the Agile Manifesto and build on experiences from business cases, RFIs 13 simple statements Share experience and reach consensus

CRM is not software; CRM is not technology It’s not what the software does, it’s what the user does It’s not technology, it’s what you do with it crmmanifesto.wordpress.com

So, what is CRM? Customer Relationship Management is a business strategy of increased and better informed customer focus, combining  business policies and processes, and changes to the customer experience Customer Relationship Management is about being better informed when interacting with individual customers, AND with customers collectively when making business decsions CRM should work alongside Business Intelligence and Customer Insight

Change the way you work The way we work is going to change Not just new tools - Don’t need to change, why need CRM? Keep up with the Jones’? Deploying CRM software will NOT improve anything CRM software is an enabler CRM means we are going to MANAGE interactions, being Proactive We need to be better informed Reliance on sharing data and information Shared responsibility

Where should we go? We need to know exactly what we want to accomplish Set measurable targets Measure before, during and after Baseline!!! Insight Bible – write a report as if we know everything we should about our customers, and just leave out the numbers we don’t have.

Communicate Change Explain the benefits, specific to roles and responsibilities Half of all problems with CRM are people issues Sell to Sales Manage by example

Focus on adding customer value We know where, everyone knows why, now focus on adding value Every interactions present opportunity to add value Use tech to allow staff to focus on the customer Customer centric view not SVC Allow staff to best exercise their talents Bring the voice of the Customer into your CRM programme – feedback, complaints, Market Research, focus groups

Strive for consistency Different people prefer different channel, customers will choose which Be consistent and complimentary across channels, avoid cross-channel disappointment Customers care not for our processes or structures Present a single view of us o customers

Are we nearly there yet? Are we there? Yes…. And No Expectations develop – both customers and staff Better informed now, more capable to develop New insights for next objectives, Update your insight bible and see how your understanding has developed CRM is a journey, not a destination

CRM Manifesto Business Strategy, not software Be proactive Change Add customer value Consistent experience Continuous measurement Achieve results through process Improved Insights “Power to the people!”

CRM is a journey, not a destination crmmanifesto.wordpress.com