Customer Experience Engagement Obsession Centric First

“I’m not sure our CRM project has anything to do with customers at all. But, if it does, it is something we are doing to our customers, not for our customers.”

That’s what a new client told us in a workshop we delivered to their leadership team. It’s ironic that the most often overlooked stakeholder in CRM projects is the customer!

Customer Management vs Customer Obsession

CRM solutions are great for automating processes, improving productivity, and giving the team visibility into customer interactions. But those benefits, alone, are missing the point.  Forrester research has found that customer-obsessed firms are 2x more likely to report revenue growth of 10% of more.

CRM vs Customer Obsessed

Most organizations call their CRM projects “CRM”.  Their project leadership team is usually called something creative, like, “The CRM Leadership Team.”  Thinking about your project like that tends to pigeonhole the entire team into thinking about how they can do CRM technology better: improving adoption, adding functionality, driving up user productivity.  All of those are good things, but they’re not the end game.

What is the end game? Let’s answer that question with the table below comparing what we often get obsessed with when running CRM projects, to what customer obsessed might look like.

From CRM to Customer Experience

From Customer Management to Customer Experience

So how do you become “customer obsessed”?  It takes a lot more than I can share in this article – but it starts with a simple first step.  Start by changing the name of your CRM project.  That small change begins to open minds to more possibilities – it introduces a subtle but important change in culture.  The exact name is up to you, but here are few thoughts:

  • Don’t give your project the same name as a technology.  Being customer-first is about much more than any single solution.  You want your leadership team to focus on the customer – not on technology!
  • Either use something brand-new that you can give your own meaning to, or give it a name that includes the meaning.  For example, “Customer Experience Improvement” is a good option because the name explains the vision.  Another good option might be “Project Phoenix” which you can give your own meaning to.  But “Digital Customer Experience” immediately limits the project to a specific part of the customer journey and, therefore, isn’t a good name.

Project LUCK

Having trouble thinking up a name? Here are four common threads that define every successful customer experience project. Together they form a name that can inform and inspire the team towards a vision.  Customer-obsession focuses on:

  • Listening to the customer. They talk to you through transactions, interactions, research, and more.
  • Understanding the customer. Through analyzing data and making the right information available to the front lines, transform customer data into insights.
  • Connecting the customer to great experiences. Through flexible processes, deliver the insights and experiences that the customer isn’t getting from anyone else.
  • Knowing and improving the results. Help the entire team understand what the results have been, and give every member of the team a voice in continuously improving the results.

Naming Your CRM Project - Powered by LUCK

If you keep your eyes on those four things, your project is going to become “Powered by LUCK”.  This captures both the simplicity, and the subtle nuances, of a customer-first organization.

 

Contact C5 Insight to learn more about becoming Powered by LUCK.