Excel at CRM

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Business Strategy

• Strategy can be approached in different ways
• Organisation purpose; company's reason for being

Business Strategy

• be a series of coherent and integral pattern of decisions
• outcome of analysis of opportunities and threats

Three value disciplines

• operational excellence
• customer intimacy
• product leadership

Operational Excellence

• excel in series of factors such as price, quality and ease of purchase
• Dell Computer, MacDonalds, etc

Product Leadership

• innovation and disruptive force
• new product/service or features
• Uber, Apple, Google

Customer Intimacy

• building relationship with customer
• develop customer base, intimacy strategy
• Singapore Airlines, Banks, etc

a company can focus on all three value disciplines.

CRM Strategy

• success will depend largely on the development of customer relationship
• enabled by CRM systems and operations

Competition

• success of CRM strategy depends on competition encountered in the market
• more effort to increase customer loyalty

Conclusion

• Introducing a CRM system does not equate to having a CRM strategy
• It is only a means to an end
• Value add must be considered

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