Gartner Research

How to Develop a CRM Strategy

Published: 27 December 2004

ID: G00125604

Analyst(s): Ed Thompson , Scott Nelson


Almost every company that has benefited from a customer relationship management initiative has done so after developing a coherent CRM strategy. This document offers guidance on creating such a strategy.

Table Of Contents
  • Management Summary
  • Developing a CRM Strategy
  • Set the Destination
    • The Definition of CRM
    • CRM Objectives and Goals
    • The CRM Vision and Inspiration
    • Executive Leadership and Governance
  • Audit the Current Situation
    • Re-evaluate Past CRM Failures
    • Broaden the Inputs Into CRM Strategy
    • Assess the Strength of Customer Relationships
    • Discover What Customers Value Most
    • CRM Capability Assessment
  • Map the Journey
    • Aligning the CRM Strategy With the Business Strategy
    • The Differences Between the Marketing Strategy and CRM Strategy
    • Segmentation and Customer Value
    • Segment-Based Resource Allocation
    • Brand Models
    • The Customer Life Cycle
    • Case Study 1
    • Case Study 2
    • CRM Objectives
    • CRM Metrics
  • Taking the Future Into Account
  • Conclusion
  • Acronym Key

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