Customer Experience - Five Competencies
New technologies, trends and expectations continue to shape CRM. Gartner's five-competency model allows technology product management leaders of CRM and other customer-facing application vendors to identify their current and future product capabilities to reflect the shift toward unified CEM.
Competency 1 - Data
Customer data and its management are at the core of CRM. There are many types of data and its management is strategic.
Data is one of the few things that a business owns, controls and can leverage, however, there are sources of data that the company obtains externally and does not own. The professional management of this data is paramount and customer data must be handled with the highest sensitivity. Data encompasses current knowledge and future opportunity, determining it chance of competing, differentiating and survival or growth.
Competency 2 - Intelligence
The right CRM system should also look forward to plan, predict and manage the customer journey. In order to manage the customer journey in the best way, it must be orchestrated across multiple channels, and performance measures need to be monitored.
Intelligence includes a range of functions:
- Dashboards and reporting to determine the right actions for the right customers.
- Decisioning, orchestration and rule engines to determine personalization, actions and offers for customers via the appropriate channel.
- Campaign management for marketing and portals for customers to manage preferences and profiles or to order goods in an e-commerce system.
- Insights from data can help determine actions to manage the treatment of the customer.
- AI and machine learning have started to become more common in CRM Systems, and their wider application will be a vital field of growth in the coming years.
Competency 3 - Platforms
Building on the correct platforms allows rapid development and extensibility, while ecosystems reduce friction with buyers.
The need to integrate with other systems that already exist in your enterprise and with new arrivals is paramount. CRM products must be built to facilitate rapid development, provide prebuilt integrations with major sources of data and applications and be able to allow the development of new integrations.
Competency 4 - User Roles
Different users require different role-based permissions and interfaces and interact through different channels.
All users whether external or internal, interface to the CRM system through one or more channels - but external users (customers) will be much different for the sales and marketing users internally. However, they work together to feed into the same CRM system.
Competency 5 - Content
Content delivers the relevant contextual message to the user or customer.
Content from your CRM system will be used in different ways depending on the user. Sales users will use content to progress the sales cycle, the marketing user may will typically have the role of creating and loading the content, customer users will consume the data on a website to help them make a buying decision and the customer service user will use FAQ and knowledge basis to help them with their roles.