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

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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.

9. 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

10. 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

11. 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

12. 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

13. 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!”

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