CRM Portal, CRM Data Capture, CRM Analytics - Requirements for a Rapid Real Time CRM Portal Implementation
Keywords: Customer Perspective, Operational Perspective, Management Perspective, Priorities in implementing a CRM system, Real Time CRM portal, CRM Data Capture, CRM analytics
CRMportals Inc.,
11 Bartram Road
Englishtown, NJ 07726
732-792-3945
Before we understand the priorities on components of a CRM portal, where to start and how to proceed in building a customer relevant CRM portal, we want to bring out some clarity in those components and how those components are related. There are three major perspectives to running a company, namely, customer perspective, operations perspective, and management perspective. Customer comes first, defines the operations, and triggers the management to act to be alive and to be thriving in the competition.
customer perspective
fulfillment of product or service needs
There is no greater need than this for a customer relationship. This is actually the promise of the relationship between a customer and a company and why come together for a relationship and why the customer buys a company's product or its services. This is the only reason why companies have to carefully develop their products and services; this puts them squarely into what they want to commit to the customer vs. what they do not want to commit. In fact this commitment is such an important concept, customers love if you have a fail safe delivery of the promise of the products and services and you can ride all the way to brand building. Do justice to one little experience of the customer at a time, you are set for life long relationship with your customers
fulfillment of quality of life and experience
Ultimately products and services are designed, produced, sold, and serviced because it enhances the quality of life of customers or enhances the finer higher levels of experiences of life. While this says why people produce products and services and sell them very clearly, some where in the noise of running a business, this is lost after it is produced. I bring out these characteristics specifically so that companies have strong eyes on the metrics that speak volume to the fulfillment of quality of life and experience and strongly influence not only sustaining current product and services characteristics, but also the new product development
new enhancements to products and services
The dynamics and evolution of changes in the market, technology, societal relationships, demographic changes, national priorities, and some times national calamities will not let us sit in the same place in terms of the needs of customers and how the competition is addressing them. Corporations perish if they do not differentiate from their competition, and also if they do not invent their new products and services. Actually life will be very dull if there is no innovation and it certainly will not fulfill the quality of life and experience. This is an inherent expectation from the customers that the company innovates to keep up with the changes in the dynamics and evolution of the markets, technology, societal relationships, demographic changes, national priorities, and as said some times national calamities. In fact this is how brands are built - delivering the promises committed in the products and services, and steadily innovating to keep up with the changing dynamics.
quality of communication
The quality of communication is the medium by which the above three customer perspectives are delivered and upheld. Generally CRM platforms seems to totally support this, by way of providing software technology, customer relationship portals, call centers, virtual agents, and
payment relationship
Reward for the relationship
operations perspective
interactions
Right message, Right offer
fulfillment
data
intelligence
Management perspective
Relationship level metrics
Products & services level intelligence
Revenue
Profitability
New Product development and penetration into the market
Tabulation for components to achieve, priority score, data to capture, metrics to follow:
|
Items |
Priority |
Data |
Metrics |
|
Fulfillment of promises of products and services |
1 |
Fulfillment data, customer data, quality of service data, data for understanding whether right person, right message, right product has been achieved or not |
Time taken to fulfill satisfactorily; from order receiving to fulfillment Payment receiving problems and their patterns Quality of service Metrics related to the mantra of "Right person, right time, right message" principles |
|
Quality of life and experiences related to the product (This helps product development) |
2 |
Product features for quality of life and experience of the product and services Data related to quality of life and experience Data related to Failure experiences
|
Did the product deliver all the promised features The failure points where the quality of life and experiences were not fulfilled What is defines quality of life and experience - analysis of text messages received from customers |
|
New enhancements to products |
3 |
The expectations of customers The competitive product data Expected changes in the life style and life fulfillment of significant demographic groups Market research data |
Intensity metrics of new products needs |
|
Quality of communication |
1 |
Quality of calls/letters/communications including tone and language and choice of channel of communication |
Intensity of metrics for experience and professionalism Intensity of metrics for expected experience and professionalism |
|
Payment relationship |
1 |
Data on Credit card information or other payment options, fraud data, return merchandise and resolutions on returns |
Waiting time to actual money received Relevance of other payment options Fraud intensity and pattens |
|
Reward for better relationship |
3 |
Data related to reward/incentive programs for better customers |
The importance and ROI of reward/incentive program |
It is to be noted that even though certain components are prioritized at level 2 and 3 (1 is highest priority), it does not mean they are not important, but in the absence of priorities sited as number 1, they will not add any purpose, but for continued relationship and for thriving on new product innovation these level 2 and level 3 priorities are extremely important. The priority level number 1 just commits to the principle that customer relationship is the top priority and the minimum we need to be fulfilled is the payment is processed properly.