Business Case Template for Customer Relationship Management Robert Gilfoyle

Things Are Changing Fast… We all want & expect more quality and service for our $; if we don’t get it we look for alternatives We buy differently now – internet + Social Media + crowd sourced reviews on sites like Yelp We expect organizations we buy from to be up to date with technology; e–commerce, etc. The markets we operate in are changing fast and so are our competitors…

We have some challenges…

(List the top two organization customer related challenges/problems here; for example…) Customer information is in different databases within the organization – we don’t have a clear picture of an individual customer’s preferences or history with us We’re not good at collecting and analyzing overall customer data – we can’t spot emerging customer trends and new product opportunities We are losing customers in a few key markets; we’re having problems retaining them. Currently They Include…

The Cost… If we don’t address these problems we… Will miss opportunities to provide our customers with new products that they would value and buy Can’t do focused customer campaigns Are in danger of slowly losing market share Won’t grow as fast as we could Won’t be as successful as we could be – none of us wants that!

Alternately We Could… Become much more focused on understanding our customer’s needs and wants through collecting relevant data, so we can do a better job of meeting them Offer a more personalized and better level of service to our customers to keep them coming back Provide our sales professionals with the sales tools and technology they need to become even more successful.

Benefits Include… Higher customer satisfaction levels and better customer retention – a 5% improvement in retention rates will typically yield a 25% increase in gross profit Better career development opportunities for our sales professionals and others within the organization – new and marketable skills that will serve them well in the future A stronger and more successful business

The Solution

Customer Relationship Management Customer relationship management (CRM) Is a system for managing a company's interactions with current and future customers. Involves using technology to organize, automate and synchronize sales, marketing, customer service and technical support. Let me demonstrate…