New Best Practices for CRM

Jill Dyché, partner and co-founder of Baseline Consulting, performs advisory services in customer and data strategy delivery,  recently published an article in Baseline Magazine preparing people for the next wave of CRM. Learning from the mistakes of our past, Jill covers some new best practices to consider when implementing your CRM and how you think of CRM not as technology but as the process or methodology of how you manage you’re customer’s experience.

Here are 5 things to think about:

1. Don’t Call it CRM - Now it’s more like CEM. Customer Relationship Management has transformed into Customer Experience Management.
2. Don’t Forget You’re Business Model
3. Keep Social Media in Perspective - You’re brand and dialogue with customers transcend social media
4. Consider the Cloud - Don’t let your existing technology infrastructure - or lack thereof, be an excuse not to launch new CRM efforts.
5. Don’t forget about the data - Jill says “The litmus test is the answer to this question: What’s your system of record for customer data? If the answer is, “We have more than one system of record for customer data,” then there is actually no system of record for customer data. There’s a good chance that data quality is being compromised and that there are, in fact, multiple versions of the truth”

Some tips for getting started:

• Where possible align your CRM & Corporate Strategy, this will help you cement top down support
• Start CRM with your business customers, remember 20-80 rule
• Be open to changing measurements, this can help ensure everyone is on board
• Don’t forget to manage expectations, help everyone understand the value of improving customer experience

Here is the original article:  Jill Dyche CRM Next Wave

Tagged as: Baseline Consulting, Baseline Magazine, best practices, corporate strategy, CRM, Jill Dyche