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The 4 keys to a successful customer strategy in 2010

February 22, 2010 by William Cusick — President, Customerspectives

If you’re going to dedicate any time and brain power on a real CRM strategy in this fresh, new year, here are 4 questions you need to ask yourself. The answers will determine if you’re going to be successful, or just spinning your wheels:

1. Is It Integrated? - A CRM strategy that sits on its own shelf is destined to fail. Unless you can weave the elements of the strategy into your business plan, through the operations and budgets of your various business units, don’t bother. Silos suck, but you need to figure out ways to latch them together for the benefit of your customers. Integrate or die!

2. Is It Engaging? - Without employees who actually “get it,” and give a damn, you’re CRM strategy is so much dust in the wind. Employees will see the value in the mission, and figure out ways (on their own) to deliver the brand promise, or they won’t. And if the brand promise and CRM strategy aren’t compelling, you’re done before you started.

3. Is It Incremental? - Another reason employees often don’t embrace real change like a customer initiative is that is smells like the “flavor of the month,” especially when it’s touted as “The Year of the Customer” or “Corporate Paradigm Shift” or other such tripe. You need to prove it’s real. To make it feasible and not some sort of pipe dream, the plan for improvements must be incremental. Any large company can’t turn the boat on a dime. Accept it. As you stay focused and win small victories, you build credibility, and you win advocates.

4. Is It Measurable? - “That which gets measured gets done.” It’s now a cliche but it’s also true. Build discipline around customer behavior and results. Why wouldn’t you? Retention, cross-sales, referrals, average revenue per customer, customer lifetime value. They are the key to growth and profitability. And beware satisfaction measurements. Often they don’t translate to bottom-line results.

So go forth and make your company a better place for your customers. They’ll reward you for it!

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