Month: March 2016

A plainer CRM Manifesto?

Kost’ Koniev (twitter: @skfd) messaged me today, saying “You should rewrite the manifest. Right now it’s crazy business-speak.  You fell into the trap of abstraction, but the message is good”.

He very kindly came up with a few suggested amendments, and I welcome an approach to use plain English.

What do you think?

  1. Customer Relationship Management (CRM) is a business strategy. Not software. Not a technology.
  2. CRM is not a technology. CRM is not software.
  3. CRM seeks to increase our revenue and customer’s satisfaction.
  4. Engaging in CRM means that the way we work is going to change.
  5. Customer interaction is driven by their platform and channel preferences. Not our technological stack or business process devised by executives.
  6. Customer-facing staff satisfaction is important.
  7. CRM’s focus is gathering everything we know about customer. And presenting it succinctly, but fully to Customer-facing staff.
  8. CRM’s focus is consistent communication with customers. Customer should enjoy that we know his name and remember why he called last time.
  9. CRM should have Key Performance Indicators (KPIs). Changes to CRM process should be evaluated based on KPIs.
  10. Customers do not care about the intricacies of our internal processes. Back-office processes should not impact customers’ experience.
  11. Deploying a CRM system will NOT, by itself, improve sales and drive customer retention. Any CRM solution we have is simply an enabler to achieve known business goals; improved processes and policies will deliver the results.
  12. CRM software can help drive process consistency across the organisation; we welcome a consistent approach. And whilst CRM software can help us manage, using it just as a management tool is not customer relationship management.
  13. Changes to the way we interact with customers is ongoing. CRM is a journey and not a destination.

Thank you, Kost’.