Gartner Research

The Eight Building Blocks of CRM: Processes

Published: 16 May 2019

ID: G00386797

Analyst(s): Guneet Bharaj

Summary

Delivering a CRM project successfully requires application leaders to map business processes end to end, not just departmentally. They must combine inside-out and outside-in perspectives to improve customer-facing processes and customer journeys and make ongoing improvements with data and insights.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Work From the Inside Out to Fix Existing Horizontal or Vertical End-to-End Processes
  • Work From the Outside In: Use Customer Journey Maps to Redesign and Reinvent Your Customer-Facing Processes
  • Ensure Customer Processes Can Be Adapted to Customer Demands
  • Use Data and Insights to Measure Performance on a Continuous Basis and to Guide Your Improvements

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