Gartner Research

The Eight Building Blocks of CRM: Processes

Published: 14 February 2013

ID: G00248479

Analyst(s): Praveen Sengar

Summary

Customer process re-engineering differs from most business process improvement programs. Improved customer relationships are the key to success for CRM project and program managers, heads of customer service, and business process improvement specialists.

Table Of Contents
  • Key Challenges

Introduction

  • The Customer Life Cycle
  • Horizontal Customer-Centric Processes
  • Vertical Industry Customer-Centric Processes

Analysis

  • Focus on Identifying the Processes That Customers Care About Most
  • Follow the Seven Steps for Customer Process Re-engineering to Make Your Organization More Customer-Centric
    • Step 1: Audit and Map Processes That Affect Customers
    • Step 2. Identify the Key Processes That Your Customers Value Most
    • Step 3. Prioritize the Customer-Selected Processes by the Impact They Have on Your CRM Strategy Goals
    • Step 4. Give Each Key Process an Owner, a Cross-Departmental Owner if Required
    • Step 5. Implement Changes in the Front Office, Back Office and Processes That Affect Suppliers and Partners
    • Step 6. Set Up a Customer SLA for the Customer-Selected Key Processes
    • Step 7. Measure Success and Refine the Process Changes for Different Customer Segments
  • Identify the Most-Common Customer Experience Attributes of These Processes and Their Relative Importance to the Customer, and Then Set About Improving Them

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