The Eight Building Blocks of CRM: Vision

A successful CRM vision creates a positive perception of the enterprise, bolstered by loyal customer advocates. IT and operations leaders and CRM stakeholders should follow these six steps to a clear, actionable and successful CRM vision of how to get, keep, satisfy and increase customers.

Key Challenges
■ Many enterprise IT operations and other leaders, as well as CRM stakeholders, find it hard to devise a well-thought-out CRM vision, even though it provides the basis for creating a customer-centric enterprise.
■ A number of enterprises are challenged to construct a customer-centric culture that can successfully capture, retain and grow their customer base, while realizing bottom-line growth.
■ Many enterprise IT and CRM stakeholders don't take time to craft clear customer objectives stated in a CRM vision, even though this, coupled with leadership, a supportive culture and properly oriented staff, contributes to success in customer interactions and in fulfilling business goals. Recommendations
■ Create a CRM leadership team.
■ Create a model of the ideal customer experience.
■ Create a corporate personality objective and model.
■ Understand the guiding principles of successful customer-centric strategies to help compose a vision of what the enterprise wants to deliver to customers. This will help enterprises plan and prioritize their investments, which improves the chances of success.

1. Vision
2. Strategy
3. Customer Experience
4. Organizational Collabration
5. Process
6. Information and Insight
7. Technology
8. Metrics

Analysis
Understand What CRM and a CRM Vision Are
Gartner defines CRM as a business strategy that maximizes profitability, revenue and customer satisfaction in these ways:
■ Organize around customer segments.
■ Foster behavior that satisfies customers.
■ Implement