Gartner Research

The Eight Building Blocks of CRM: Metrics

Published: 23 August 2016

ID: G00313925

Analyst(s): Mike Lowndes

Summary

Of the eight building blocks required for successful CRM, choosing and using the right customer and operational metrics is one of the most difficult to do correctly. IT leaders supporting CRM initiatives should focus on operational metrics that link strategy goals to what employees measure daily.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Do Not Confuse "What" They Are Doing With "How" They Are Doing
  • Validate Metrics Using Analytics Bearing in Mind That Gathering Metrics Changes Behavior
  • Use Metrics to Drive Process and Innovation, Not Just to Measure Effectiveness
  • Consider Sharing Metrics and Performance Externally for Positive Impact on Brand Perception

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