7. Components of CRM Strategy 4) CRM Strategy Implementation 2) Integration and alignment of organizational processes 1) Customer-Management Orientation 3) Information capture and alignment of technology
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15. CRM Implementation Matrix Analytical CRM Operational CRM Management Dimension Decline and exit stage Growth and retention stage Acquisition stage Customer dimension Each cell in the matrix corresponds to a specific implementation activity or process Customer dimension: captures influence of changing phase of a customer-firm relationship Management dimension: constitutes analytical and operational aspects of CRM
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19. Steps in Developing a CRM Strategy Gain enterprise-wide commitment Build a CRM project team Analysis of business requirements Define the CRM strategy
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24. Step Four: Define the CRM Strategy a . Value Proposition b. Business case A Defined CRM Strategy ----- ----------> c. Customer strategy d. Enterprise transformation plan e. Other stakeholders
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29. Key Stakeholders of Strategic CRM Customers Employees Partners Owners Suppliers Preferred Value Propositions Management Practice of Strategic CRM
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31. Strategic CRM Framework Environment Customers Employees Management Products Competitors Partners Suppliers Practice of Strategic CRM
