What is in Store for 2012? “CRM Application vs. Application of a CRM”

January 9th, 2012 by

It is interesting to do a comparison of what your company goals were at the beginning of 2011 compared to 2012. The biggest difference between our 2011 and 2012 goals is the introduction to our consulting services of the term “CRM Customer Life Cycle”. In 2011 our goal was focused on being the best at implementing SalesForce.com the “CRM application”. This includes data optimization, SFDC configuration, email & mobility integration, 3rd party application implementation and APEX programming.

In 2012 we will continue to increase our domain expertise in the implementation of SalesForce.com the application, but in 2012 we will grow our expertise in the “application of the CRM” as it relates to the “CRM Customer Life Cycle”. The CRM Customer Life Cycle is the process of identifying the customer, marketing to the customer, selling to the customer, delivering the service and maintaining a relationship with the customer.

The six phases if the CRM Customer Life Cycle is listed below:

Market Planning – Building a well-defined target market database that includes accounts and contacts and structuring the data so it is optimized to operate within a CRM is the first element to the “CRM Customer Life Cycle”.

Lead Generation – Using the CRM to manage the tactical methods for generating leads. These methods typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers.

Lead Management – Using the CRM to deploy an ordered structure for managing volumes of business inquiries and frequently termed leads. The process creates an architecture for organization of data, distributed across the various stages of a sales process, and across a distributed sales force.

Sales Processes Operation – Using the CRM to manage a systematic approach to selling a product or service. An effective sales process can be described through steps that walk a salesperson from meeting the prospect all the way through closing the sale.

Customer On Boarding – The period that begins at the moment a customer makes the decision to purchase your product to the time the product is delivered.

Retain & Nurture – A strategy for managing and nurturing a company’s interactions with existing clients that include Relationship Marketing and Customer Service.

I am looking forward to 2012!

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