Gartner Research

Use These Five Steps to Achieve a Digitally Humanist CRM Automation Strategy

Published: 17 March 2015

ID: G00272965

Analyst(s): Jenny Sussin , Brian Prentice

Summary

IT has been challenged to cut operational costs while maintaining the ability to scale, making automation of customer interactions attractive. Application leaders supporting CRM must understand when to automate, and when to leave room for human intervention to deliver an optimal customer experience.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Step 1: Identify Business Moments in the Customer Life Cycle Where Automation Currently Exists
  • Step 2: Document (or Consolidate Existing Documentation) Why Your Organization Has Automated Specific Customer Engagements and Processes
  • Step 3: Determine How Automation of CRM at Customer Touchpoints Helps and Hurts Your Employees' Abilities to Act Ethically
    • How Automation Helps
    • How Automation Hurts
  • Step 4: Recognize Customer Intent for Engaging With Your Organization at Those Touchpoints to Identify When Customers Might, or Might Not, Want Automation
  • Step 5: Adjust Your Plans for CRM Automation, Recognizing the Customer Is at the Center of Your Business

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