Gartner Research

The Eight Building Blocks of CRM: Strategy

Published: 14 February 2013

ID: G00248164

Analyst(s): Chris Fletcher

Summary

CRM strategy defines CRM project or program goals, and how they'll be met. It provides CRM organizations and leaders with the critical link tying the CRM vision to the value gained by organizations and customers.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Set Goals and Objectives by Customer Segment, Align Them With Corporate Objectives and Establish a Governance Structure
  • Establish Metrics for Selection, Acquisition, Retention and Cross-Selling Based on CRM Goals
  • Determine Appropriate Products, Channels and Pricing Based on Customer Segments
  • Challenge CRM Processes to Ensure Alignment With CRM Strategy, and Replace or Rebuild Them When Necessary
  • Communicate the CRM Strategy With Key Business Unit Stakeholders to Align Their Tactical Requirements With Strategic Corporate Objectives

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