The CRM Manifesto is a declaration of the fundamental truths about Customer Relationship Management. It is intended to be used to inform and remind those on a CRM journey what they are seeking to achieve. This CRM journey will change the way your organisation interacts with its customers, and by necessity how it interacts with itself.

  • CRM is NOT a technology, CRM is NOT software. Customer Relationship Management (CRM) is a business strategy of increased and better informed customer focus, combining business policies and processes, and changes to the customer experience.
  • CRM is a journey and not a destination. Engaging in CRM means that the way you work is going to change. Changes to the way you interact with customers is ongoing.
  • CRM seeks to proactively manage business processes which improve relationships with current and prospective customers, increasing a customer’s lifetime value and driving revenue increases.
  • Customers want to be able to engage with the organisation through the channel and device of their choice.
  • Automating processes and using technology solutions to transport data will allow you to focus on adding value to your customer interactions. You want your customer-facing staff to be able to focus on the customer and not the system.
  • The #1 reason for poor productivity is data fragmentation across multiple applications, user accounts and browser windows. Your goal is to organize any and all information required for running your daily life so that nothing is more than 2 or 3 clicks away.
  • Having a single view of a customer’s engagement across the organisation will allow you to further focus on adding value to your customer interactions. By giving your customer-facing staff ready access to information about your customers, their interactions with the organisation, and their products and services, your staff can best exercise their talents to add value to the customer interaction.
  • Every interaction with a customer presents an opportunity to add value to your relationship; you must strive to achieve that.  If every interaction feels consistent and complimentary then you can achieve a consistent cross channel experience for customers.
  • Quantifying how the CRM programme increases customer value is important; you will track value before, during and after we implement change.
  • Customers do not care about the intricacies of your internal processes, but these back-office processes may impact on your customers’ experience.
  • Deploying a CRM system will NOT, by itself, improve sales and drive customer retention. Any CRM solution we have is simply an enabler to achieve known business goals; improved processes and policies will deliver the results.
  • CRM initiatives fail when implementations are limited to software installation or utilization and do not recognize the holistic nature of CRM as a business strategy. CRM application software should be implemented only after a CRM business strategy and operational plan are put into place.
  • CRM software can help drive process consistency across the organisation; you will have a consistent 360° approach.  And whilst CRM software can help you manage, using it just as a management tool is not customer relationship management.

Creative Commons License

The CRM Manifesto is licensed under Creative Commons. CRM Manifesto by Simon Whitson is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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