If you are embarked on a journey to improve your customer relationship management, before you make major commitments to technology or people, or start addressing issues raised in customer satisfaction surveys, assess the processes you now use to manage your customers. There are five main processes you might wish to consider separately:
- Identifying customers,
- Acquiring and engaging new customers,
- Maintaining operating effectiveness and efficiency with existing customers
- Developing new business value with existing accounts; and
- Governance, measurements, feedback and restitution.
These five sub-processes are quite different and bear separate consideration. Doing so will likely also impact the technology you use in support of the relationship processes and the people who are process managers.