Review of " The customer differential" Melinda Nykamp
ok! this a CRM textbook required reading for my class this fall starts end of november or so. Just getting a headstart on it. Halfway through the book, I believe the essence is neatly captured in chapter 4. The rest of the book essentially hashes out the details. Here is a quick synopsis
The 5 organizational aspects that need to be considered for a customer focussed organization, the essence of an organization thar requires CRM are.
Business focus transformation needs to center around the question" What do our customers need, and how can we meet those needs?"
The Organizational structures needs to align according to the customers. Basically, teams and processes around customers or customer segments.
The Business metrics is a yproduct of business focus and organizational structure. Essentially rewarding behaviors that positively impact the long term desired from the customer that enhances the bottomline.
The customer interaction piece essentially harnesses the benefits of a two way interaction with the customer. This requires appropriate investment of time and resources to keep the interactions healthy.
The technology piece enables meaningful customer interaction at all points of customer contact. Ensuring that the right customer information is available at the customer contact point essentially is the main thrust of technology.
The rest of the book merely details the transformation of the above five pieces in various stages or variations of these pieces.
So long for now
:-)
The 5 organizational aspects that need to be considered for a customer focussed organization, the essence of an organization thar requires CRM are.
- Business focus
- Organizational Measures
- Business Metrics
- Customer interaction
- Technology
Business focus transformation needs to center around the question" What do our customers need, and how can we meet those needs?"
The Organizational structures needs to align according to the customers. Basically, teams and processes around customers or customer segments.
The Business metrics is a yproduct of business focus and organizational structure. Essentially rewarding behaviors that positively impact the long term desired from the customer that enhances the bottomline.
The customer interaction piece essentially harnesses the benefits of a two way interaction with the customer. This requires appropriate investment of time and resources to keep the interactions healthy.
The technology piece enables meaningful customer interaction at all points of customer contact. Ensuring that the right customer information is available at the customer contact point essentially is the main thrust of technology.
The rest of the book merely details the transformation of the above five pieces in various stages or variations of these pieces.
So long for now
:-)
posted by Ashvin Naik @ 10:07 PM
2 Comments:
At 4:14 PM,
Ashvin Naik said…
CRM affects the entire enterprise. Extensively detailed plans helps 1. develop a common set of biz goals related to increased revenue, decreased cost and competitive differentiation.
2. Uniform strategies for reaching those goals.
3. Infrastructure plans for successful implementation, and
4. Measures of success.
The 3 essential steps include
1. Situation Assessment
both internal and external
2. CRM Gap analysis
gaps in business focus,org structure,metrics,interaction capabilities, technology & org readiness.
3. Definition of an action plan
based on the 4 criterion.
a. Cost to implementation
b. Benefit in revenue, cost and differentiation
c. Feasibility based on org readiness, mgmt acceptance, resource skill set, and other factors
d. Time required to implement.
CRM cannot be rolled back and should be continued.
At 4:18 PM,
Ashvin Naik said…
Changing your business focus
Fundamental CRM transformation is driven change in business focus from products, sales, channels, marketing and service to customer.
CRM is huge challenge and an opportunity, Minimising CRM minimizes the chances of success.
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