The success of an organization is conditioned by the satisfaction that it is capable of generating to its clients, and that the latter is positively perceived by them, according to their characteristics, expectations, needs and desires.
Therefore, the idea of performing customer relationship management (CRM) should not be a light decision. This is a complex and vital process for business success, which requires commitments, adequate planning and a successful concatenation between the various sub-processes that comprise it.
First define if the customer relationship strategy (CRM) you plan to design will be part of the overall company strategy. This will allow you to define the scope of the plan. If so, you must ensure that it helps achieve the organization's objectives.
Successful customer relationship management often involves achieving changes in attitudes in the people who make up the organization, changes in practices of relating to customers, which may involve changes in the way of doing business. All this will impose decisions, some easy to make, and in other cases, decisions that can be traumatic, due to the changes that are intended to be achieved. This cannot be done without the commitment of senior management. Therefore, as a second step, before undertaking any project, count on the commitment of the company's senior managers, who in the end will have to make some of those decisions. Otherwise, based on my experience in similar situations, I recommend that you not undertake any project of this type, as you risk failure.
It is very difficult that only one person alone can create and bring to life customer relationship management, in this sense, as a third step, select the team with which you will work. The people who will integrate it must have open attitudes to change, creative, ability to generate empathy with customers, understand the objectives of the organization, commit to them and consequently dedicate themselves to their achievement. Include people from the various functional areas involved with the project you undertake.
As a fourth step, carefully plan and conduct breakout sessions to design customer relationship strategies. Before starting them, prepare them in detail, send each participant information you deem necessary. During the meetings, brainstorm, first to review the concepts and tools associated with managing, and then to design the strategies. By working in this way, you will be encouraging participation and giving the group cohesion. It is important in this step not to miss any good idea, although some of them may not be applicable immediately, they may be useful in the future, so take notes of them.
As a fifth step, from the number of ideas that come up, reduce them to a small number, not more than five, based on which the central strategy for customer relations will be drafted. To make that selection, start by creating the selection criteria, which you can accomplish with another brainstorming. In this process always remember that all ideas should be welcomed, never evaluate them before you have finished with this process. Give each participant a chance
