The 10-Step Approach to Formulating a Successful CRM Strategy
Step 1: Prepare an Executive CRM Vision
In this first step, it is critical to gain the support of the top management team who will ultimately drive the CRM initiative. The way to accomplish this is to spend 30–60 minutes with each of the business heads of customer-facing departments to obtain their CRM vision, as well as with the CEO and potentially other executives (e.g., CIO, CFO).
I'll never forget helping one of the world's leading pharmaceutical companies to formulate their CRM vision. I met first with the CEO and he clearly had thought about what CRM would mean for his company. He was keen that regardless of how a customer contacted the company, that customer would receive outstanding ...
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