How do you balance standardization and customization in CRM?

1 Define your customer segments

One of the first steps to balance standardization and customization in CRM is to define your customer segments, based on criteria such as demographics, behavior, preferences, needs, and goals. Customer segmentation can help you understand the similarities and differences among your customers, and tailor your CRM strategies accordingly. For example, you can use segmentation to create targeted marketing campaigns, offer relevant products or services, or provide customized support or incentives. Segmentation can also help you identify your most valuable or loyal customers, and prioritize your resources and efforts to retain them.

2 Establish your CRM standards

Another step to balance standardization and customization in CRM is to establish your CRM standards, which are the rules, policies, and procedures that guide your CRM activities and ensure quality and consistency. CRM standards can help you align your CRM goals with your organizational vision and values, as well as comply with legal and ethical requirements. For example, you can set standards for data collection, storage, and protection, customer communication and feedback, service level agreements, performance measurement and reporting, and employee training and development. CRM standards can also help you create a unified and coherent brand identity and voice across all channels and touchpoints.

3 Leverage your CRM tools

A third step to balance standardization and customization in CRM is to leverage your CRM tools, which are the software and systems that enable you to collect, analyze, and use customer data and information. CRM tools can help you automate and streamline your CRM processes, as well as enhance your CRM capabilities and outcomes. For example, you can use CRM tools to segment and manage your customer database, track and optimize your customer journeys, personalize your marketing messages and offers, monitor and improve your customer satisfaction and loyalty, and generate insights and recommendations for CRM improvement. CRM tools can also help you integrate your CRM functions with other business functions, such as accounting, inventory, or logistics.

4 Experiment with CRM innovation

A fourth step to balance standardization and customization in CRM is to experiment with CRM innovation, which is the process of creating and implementing new or improved ways of doing CRM. CRM innovation can help you adapt to changing customer expectations and needs, as well as gain a competitive edge in the market. For example, you can experiment with CRM innovation by using new technologies, such as artificial intelligence, chatbots, or augmented reality, to enhance your customer interactions and experiences. You can also experiment with CRM innovation by testing new ideas, such as gamification, loyalty programs, or referral schemes, to increase your customer engagement and retention.

5 Evaluate your CRM results

A fifth step to balance standardization and customization in CRM is to evaluate your CRM results, which are the outcomes and impacts of your CRM activities and strategies. Evaluating your CRM results can help you measure your CRM performance and effectiveness, as well as identify your CRM strengths and weaknesses. For example, you can evaluate your CRM results by using metrics, such as customer satisfaction, retention, loyalty, lifetime value, acquisition cost, or conversion rate, to quantify your CRM achievements and challenges. You can also evaluate your CRM results by using feedback, such as surveys, reviews, testimonials, or complaints, to qualify your CRM perceptions and opinions.

6 Adjust your CRM balance

A sixth step to balance standardization and customization in CRM is to adjust your CRM balance, which is the degree and proportion of standardization and customization that you apply to your CRM activities and strategies. Adjusting your CRM balance can help you optimize your CRM outcomes and impacts, as well as respond to changing customer and market conditions. For example, you can adjust your CRM balance by increasing or decreasing the level of standardization or customization that you use for different customer segments, channels, or touchpoints, depending on their preferences, needs, or behaviors. You can also adjust your CRM balance by reviewing and updating your CRM standards, tools, and innovations, based on your CRM results and feedback.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?