Expertise Beyond the Numbers

Achieving CRM Success with a Strategic Plan and Customer-Centric Culture (CRM Evolution, Not Revolution, Pt. 2) [Blog Post]

In the following blog post, SC&H Group’s Microsoft Dynamics Consulting Services team explores the first pillar (Culture) of the CRM Capabilities Maturity Model, which can be used to evaluate your organization and develop a successful implementation plan.

As noted in our previous blog post, the first part of any effective CRM implementation is a well-defined CRM vision. But once your vision is crafted, how do you achieve it? That brings us to strategic planning—the topic of our next three blog posts.

Applying the CRM Capabilities Maturity Model

Developing a strategy and plan for reaching your vision requires taking an honest look at your organization’s current CRM maturity and capabilities. Just like planning a trip, you first need to know where you are starting from and where you are planning to go before you can set your route.

So, we recommend using an assessment tool to determine your CRM maturity level. For example, the SC&H CRM Capabilities Maturity Model evaluates CRM maturity across seven pillars:

  1. Culture
  2. User-adoption
  3. Information ubiquity
  4. Data quality
  5. Automation
  6. Mobility
  7. Reporting/analytics

In this blog post, we will expand on the first of these pillars: Culture.

Pillar 1: Culture

For any CRM system, true success relies on fostering and growing a customer-centric culture to support it.

In a customer-centric culture, employees make decisions based on how it will affect their customers and whether it will detract or improve the customer’s experience—not just how it will affect the bottom line. When done correctly, this culture permeates every organizational initiative, allowing employees to understand how great customer experiences translate to company success in the long run.

However, creating a customer-centric culture requires employees to buy in to the idea first. For example, we recommend regularly incorporating customer-centric messaging in various forms of corporate communications, such as:

  • Emails
  • Intranet messages
  • Meetings
  • Leader conversations

Just as in marketing efforts, the more times employees read or hear something said, the more they remember the message.

Also, to gain maximum staff buy in, it is especially important that executive teams are involved and believe in the vision. After all, if leadership doesn’t believe in the vision, the staff won’t either.

What other areas are required for a successful CRM strategy and plan? Stay tuned, as we will explore the next three pillars in part three of this blog series.

Want to discuss your organization’s CRM maturity level? Contact us to explore how SC&H Group’s Microsoft Dynamics Consulting Services team can help you realize your company’s full potential.