How To Build A CRM Strategy in 2014

BUI LDING FOR SUCCESS
2014 CRM STRATEGY

NICK CIFUENTES BUILDING A CUSTOMER RELATIONSHIP STRATEGY 7-16-2014
A CRM STRATEGY MUST LOOK HOLISTICALLY
AT ALL THE BUSINESS PROCESSES AND
SYSTEMS THAT DEAL WITH CUSTOMERS.
THIS INCLUDES MARKETING, SALES,
ORDERING, CUSTOMER CARE, TECHNICAL
SUPPORT, CUSTOMER ANALYTICS, AND
OTHER DEPARTMENTS. AND AS IT IS
IMPLEMENTED, IT’S IMPORTANT TO SPAN ALL
INTERACTION CHANNELS , INCLUDING CALL
CENTERS, RETAIL, WEB, MOBILE, ETC.
!
STRATEGY: FOCUS ON THE CUSTOMER
ONCE YOUR PROGRAM IS UP AND RUNNING,
THIS IS WHERE THE HARD WORK WILL BEGIN.
FOCUS ON LISTENING TO YOUR PROGRAM,
MEASURE, AND CHANGE TO ADAPT TO THE
EVER EXPANDING LANDSCAPE.
STRATEGIC PRIORITIES INCLUDE:
•RELATIONSHIP OBJECTIVES, CUSTOMER
NEED STATES, USER JOURNEYS, DATA
STRATEGY PLAN, CDM SYSTEM PLAN,
CONTENT STRATEGY & PROCESS
CREATING A CRM STRATEGY
EXECUTIVE
SUMMARY

A CRM STRATEGY MUST LOOK
HOLISTICALLY AT ALL THE
BUSINESS PROCESSES &
SYSTEMS THAT DEAL WITH…

CUSTOMERS

MARKETING

SALES

ORDERING

CUSTOMER  
CARE

CUSTOMER 
SUPPORT

CUSTOMER 
ANALYTICS

TECHNICAL 
SUPPORT

WHERE DO I
START?
AND ONCE CREATED, IT’S CRUCIAL TO MAKE
SURE IT’S IMPLEMENTED TO SPAN ACROSS ALL
INTERACTION CHANNELS, CALL CENTER, RETAIL,
WEB & MOBILE - WORKING WITH ALL CONSUMER
TOUCHPOINTS

WHERE DO I
START?
ALWAYS REMEMBER THAT THE
CUSTOMER SHOULD BE AT THE HEART
OF YOUR STRATEGY, NOT YOUR
PRODUCT OR SERVICE

ESTABLISH WHAT SOME OF
YOUR CRITICAL BUSINESS
DATES OR MILESTONES WILL BE,
THIS WILL HELP YOU IDENTIFY
CLEAR TIMING AND NEEDS
IDENTIFY HOW YOU WILL
MEASURE SUCCESS, WHAT
WILL YOUR KPIS BE, ETC. ONCE
YOU HAVE IDENTIFIED THEM,
MEASURE YOUR CURRENT
STATE TO ESTABLISH A
WORKING BENCHMARK YOU
CAN DETERMINE GOALS FOR
SUCCESS OF
CLEARLY MAP OUT HOW THE
CUSTOMER INTERACTS
WITH YOUR BUSINESS,
PURCHASES A PRODUCT,
REPORTS AN ISSUE -
EVALUATE HOW EASY OR
DIFFICULT IT IS TO DO
BUSINESS WITH YOU
WHAT ARE MY
MILESTONES?
HOW WILL I
MEASURE
SUCCESS?
WHAT ARE
MY
CONSUMER
JOURNEYS?
IT’S IMPORTANT TO HAVE A
CLEAR UNDERSTANDING
FOR ALL THE ISSUES AND
CHALLENGES THAT YOU AND
YOUR TEAM CURRENTLY
FACE WHEN INTERACTING
WITH THE CUSTOMERS
HOW DO I
INTERACT
WITH THE
CUSTOMER?
FOUNDATION FOR
YOUR CRM STRATEGY

FOCUS ON THE
CUSTOMER

1. Once your program is running, that’s where the hard work will begin
2.Crucial to continuously listen, measure, change
3.Focus on A/B tests, multivariate tests, segmented communications
4.All are important for driving & maintaining a successful program,
ensure you align priorities as followed…
CREATING A CRM
STRATEGY

WHAT ARE YOUR KEY PROGRAM OBJECTIVES, WHAT IS
THE BRAND’S ULTIMATE VISIONS AND MISSION IN THE
RELATIONSHIP WITH THE CUSTOMER AND
PROSPECTS?
RELATIONSHIP
OBJECTIVES

BY UTILIZING CUSTOMER/PROSPECT RESEARCH,
DETERMINE THE NEEDS OF CUSTOMERS THROUGH
THEIR PURCHASE JOURNEY, AND AFTER AS A
CUSTOMER.
DETERMINE THE PRIORITIES AND IDENTITFY THE GAPS
THAT SHOULD BE MET.
CUSTOMER NEED
STATES

AS WE SPOKE ABOUT ABOVE, MAP OUT EXAMPLE USER
JOURNEYS OF THE CUSTOMER INTERACTING WITH THE
BUSINESS TO DETERMINE WHEN, HOW AND WHAT THE
CRM SYSTEM SHOULD PROVIDE
USER JOURNEYS

DATA IS THE CORE OF THE PLATFORM, MAKE SURE YOU
ENFORCE A STRICT DATA GOVERNANCE POLICY THAT
FORMALIZES HOW DATA IS PASSED BACK TO THE CRM
FROM ANY ADDITIONAL PLATFORMS, AND ALSO HOW
DATA FLOW OUT OF THE CRM TO RELEVANT PLATFORMS
DATA STRATEGY
PLAN

DETERMINE THE STAGES OF THE RELATIONSHIP WITH
THE PROSPECTS / CUSTOMERS, MAP OUT THE
MOMENTS FOR CONTACT INTERACTION, AND IDENTIFY
ANY NECESSARY WORKFLOWS REQUIRED BY
EMPLOYEES TO MAKE IT HAPPEN
CRM SYSTEM
PLAN

THIS IS THE HEART OF YOUR CRM, A CONTENT
STRATEGY MUST BE DEVELOPED TO DETERMINE THE
TOPICAL THEMES, FORMS, CHANNELS, TONE AND
CADENCE OF THE RELATIONSHIP WITH YOUR
CONTACTS.
EQUALLY IMPORTANT IS THE NEED TO IDENTIFY A
PROCESS FOR CREATING CONTENT (INTERNAL /
EXTERNAL), HOW IT’S CREATED (PRODUCTION, DESIGN,
APPROVALS), AND WHEN IT WILL BE PUBLISHED
(EDITORIAL CALENDAR).
CONTENT STRATEGY
& PROCESS

IT MIGHT BE A GOOD IDEA TO INTERVIEW END USERS
OF THE SYSTEM TO DETERMINE THE MOST IMPORTANT
FEATURES AND USE CASES SO THAT THE SYSTEM IS
SELECTED AND BUILT IN A WAY THAT IT MEETS THE
MOST PRIORITIZED NEEDS
FEATURE
REQUIREMENTS

THIS PROCESS CAN BE TIRING, BUT RESEARCH AND
DEMO A VARIETY OF SYSTEMS TO DETERMINE WIHCH
ONES MEETS YOUR CRM OBJECTIVES, CUSTOMER
NEEDS, FEATURE REQUIREMENTS AND BUDGET
SYSTEM
SELECTION

THIS IS A KEY ELEMENT TO DETERMINE ADOPTION,
INVESTING IN ONE-TO-ONE, GROUP AND CONTINUED
SUPPORT TRAINING TO ESTABLISH ADOPTION AND
UNLOCK THE VALUE OF THE SYSTEM AMONG YOUR
EMPLOYEES
TRAINING

MARKETING & STRATEGIC BRAND COMMUNICATIONS PROFESSIONAL WITH A MASTER'S DEGREE IN MARKETING & CREATIVE
WRITING AND A B.A. IN JOURNALISM. OVER 10 YEARS OF PROGRESSIVE EXPERIENCE -- LEADING GLOBAL CROSS-FUNCTIONAL
TEAMS IN THE CONCEPTUALIZATION AND IMPLEMENTATION OF DATA-DRIVEN MARKETING PROGRAMS & STRATEGY ACROSS
DIGITAL AND TRADITIONAL MEDIA PLATFORMS.
KEY BRAND EXPERIENCE ACROSS ATHLETIC, RETAIL, AUTOMOTIVE, MEDIA, ENTERTAINMENT AND CPG SEGMENTS, INCLUDING
KEY LEADERSHIP ROLES IN STRATEGY, ANALYTICS AND SOCIAL MEDIA. STRONG TRACK RECORD OF SETTING STRATEGIC
DIRECTION FOR THE DEVELOPMENT AND EXECUTION OF TARGETED MARKETING PROGRAMS TO AFFECT BRAND AWARENESS,
BUYING DECISIONS AND AUDIENCE BEHAVIORS. EXTENSIVE KNOWLEDGE OF MARKETING BEST PRACTICES AND PROGRAM
EVALUATION AND STRONG ABILITY TO FOSTER INTERNAL AND EXTERNAL RELATIONSHIPS.
ABOUT ME
LINKEDIN
FACEBOOK 
TWITTER
NICHOLAS.CIFUENTES@GMAIL.COM

How To Build A CRM Strategy in 2014

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How To Build A CRM Strategy in 2014