Gartner Research

The Eight Building Blocks of CRM: Metrics

Published: 15 May 2018

ID: G00354462

Analyst(s): Mike Lowndes

Summary

Of the eight building blocks required for successful CRM, choosing and using the right metrics number among the most difficult to do correctly. Application leaders should focus on metrics that link business goals to what employees measure daily.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Build a Hierarchy of Metrics Aligned to Business Outcomes
    • Level One: Business Outcomes — Customer Centricity and CRM Maturity
    • Level Two: Strategic Levers and Macro Performance
    • Level Three: Operational Levers and Diagnostics
    • Level Four: Tactical Levers and Optimization
  • Do Not Confuse "What" They Are Doing With "How" They Are Doing
  • Assess Your Maturity in Defining Metrics, Ensure They Are Contextual and Bear in Mind That Gathering Metrics Changes Behavior
  • Use Metrics-Triggered Actions to Drive Process and Innovation
  • Share Metrics and Performance Externally for Positive Impact on Brand Perception

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