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What do you do if your customer relationship management strategy is not yielding results?

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Customer relationship management (CRM) is a key skill for any entrepreneur who wants to build long-term and profitable relationships with their customers. However, not every CRM strategy works as expected, and sometimes you may find yourself struggling to achieve your goals. In this article, we will explore some possible reasons why your CRM strategy is not yielding results, and what you can do to improve it.

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Thasmei Reddy (MBA)

Senior Manager: Digital Transformation
Giovanna Perrone

Headhunter | Partner at Avante Consulting
Marcos R. D.

Corporate Strategy | M&A | Finance & Accounting | Commercial Excellence | Pricing | Marketing | Communications | CRM |…

1 Review your objectives

The first step to diagnose and fix your CRM strategy is to review your objectives. What are you trying to achieve with your CRM? How do you measure your success? Are your objectives SMART (specific, measurable, achievable, relevant, and time-bound)? If your objectives are vague, unrealistic, or misaligned with your customer needs, you may need to revise them and set more clear and attainable goals.

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Thasmei Reddy (MBA)

Senior Manager: Digital Transformation
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From my experience, key to understand is the measures. Customer Value Lifecycle – definition and calculation needs to be understood and measured. Customer Journey Map – this coupled with Sentiment Analysis is a great measure, it can be daunting but you can segment by firstly just reviewing and mapping the customer touch points and ascertaining the maturity of PPTI (People, Process, Technology and Information) then you can move further into the unpacking the business process. With this approach you can identify quick wins and potentially digitalisation opportunities, that could wow your customer and have solid business cases from a capital request perspective.

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Giovanna Perrone

Headhunter | Partner at Avante Consulting
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Se sua estratégia de gest?o de relacionamento com o cliente n?o está gerando resultados, é crucial revisar e reavaliar o plano. Primeiramente, analise os dados e feedbacks dos clientes para identificar lacunas e áreas de insatisfa??o. Em seguida, ajuste a estratégia, focando em melhorar a comunica??o, personaliza??o e experiência do cliente. Além disso, busque implementar novas técnicas e tecnologias que possam otimizar o processo. Constante monitoramento e adapta??o s?o essenciais para garantir uma gest?o de relacionamento eficaz e sustentável.

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Marcos R. D.

Corporate Strategy | M&A | Finance & Accounting | Commercial Excellence | Pricing | Marketing | Communications | CRM | Market Research | Market Intelligence | Data Analytics | Digital Transformation
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If a customer relationship management (CRM) strategy isn't yielding results, reassess its alignment with customer needs and organizational objectives. Engage stakeholders to identify pain points and areas for improvement. Refine the strategy by leveraging customer feedback and market insights to tailor approaches. Invest in training and support for staff to enhance customer interactions and service delivery. Implement data-driven analytics to measure performance and inform decision-making. Experiment with innovative technologies or methodologies to revitalize engagement and retention efforts. Continuously iterate and adapt the CRM strategy based on real-time feedback and evolving market dynamics to drive sustainable results.

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2 Analyze your data

The next step is to analyze your data and see how well you are performing against your objectives. Data is the lifeblood of any CRM strategy, and it can help you understand your customers better, identify patterns and trends, and optimize your actions. However, data can also be misleading, incomplete, or inaccurate, and you need to ensure that you are collecting, storing, and analyzing it properly. Some questions to ask yourself are: Do you have enough data to draw meaningful insights? Is your data quality high and consistent? Are you using the right tools and methods to analyze your data? Are you tracking the right metrics and KPIs?

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3 Evaluate your processes

Another step is to evaluate your processes and see how efficient and effective they are. Processes are the activities and tasks that you perform to execute your CRM strategy, such as segmenting your customers, communicating with them, offering them value, and retaining them. However, processes can also be cumbersome, outdated, or inconsistent, and you need to ensure that they are streamlined, updated, and standardized. Some questions to ask yourself are: Do you have a clear and documented CRM process? Are you following best practices and industry standards? Are you automating and integrating your processes where possible? Are you testing and improving your processes regularly?

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Wandemberg Augusto Soares da Paz
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identificar áreas de melhoria. Análise os resultados atuais: Comece revisando os dados e métricas de desempenho com a gest?o de relacionamento do cliente. Isso pode incluir taxas de reten??o de clientes, satisfa??o do cliente, número de reclama??es e feedbacks recebidos. Compara??o com melhores práticas do setor: Analise as práticas de gest?o de relacionamento com o cliente de empresas líderes em seu setor para identificar estratégias bem-sucedidas que você possa adaptar ao seu contexto. Monitoramento e ajuste: Implemente as mudan?as propostas em seu plano de a??o e monitore continuamente os resultados. Fa?a ajustes para garantir que sua estratégia com o cliente esteja alinhada com as necessidades e expectativas de seus clientes.

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4 Solicit feedback

A crucial step is to solicit feedback and see how satisfied and loyal your customers are. Feedback is the voice of your customers, and it can help you assess your CRM performance, identify your strengths and weaknesses, and discover new opportunities and threats. However, feedback can also be scarce, biased, or ignored, and you need to ensure that you are collecting, analyzing, and acting on it properly. Some questions to ask yourself are: Do you have a systematic and consistent way of collecting feedback from your customers? Are you using different channels and methods to reach your customers? Are you listening to and responding to your feedback? Are you implementing changes based on your feedback?

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Anja Kreutzahler

Founder & CEO at peakleap.com | Expert in Law and Consulting Firm Strategy & Growth | People Development Instructor for Professional Service Firms | AI Enthusiast
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For consultants or lawyers, this might involve sending personalized follow-up emails after consultations or cases, asking for feedback on the service provided. An example could be a management consultant using clients listening programs or a lawyer hosting confidential feedback sessions via secure video calls post-trial. It's crucial to ensure you're not just collecting but also analyzing and acting on this feedback. Demonstrating adjustments in your approach or services based on client input—such as enhancing communication channels or tailoring advice more closely to client needs—shows commitment to continuous improvement.

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5 Adjust your strategy

The final step is to adjust your strategy and see how you can improve your results. Adjusting your strategy means making changes to your objectives, data, processes, or feedback based on your findings and learnings. However, adjusting your strategy can also be risky, costly, or ineffective, and you need to ensure that you are making informed and data-driven decisions. Some questions to ask yourself are: Do you have a clear and realistic plan for adjusting your strategy? Are you prioritizing and focusing on the most important and impactful changes? Are you communicating and aligning your changes with your team and stakeholders? Are you monitoring and evaluating the outcomes of your changes?

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Wandemberg Augusto Soares da Paz
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Considere o contexto competitivo e as tendências de mercado. O que está mudando no ambiente externo e pode afetar a maneira como seus clientes interagem? Esteja atento às inova??es e às expectativas do mercado para garantir que sua estratégia esteja alinhada com as demandas em evolu??o. seja ágil e flexível. Experimente novas abordagens, mas esteja preparado para iterar e adaptar. A melhoria contínua é fundamental para o sucesso a longo prazo na gest?o de relacionamento com o cliente. Por fim, n?o subestime a importancia do envolvimento da equipe. Certifique-se de que todos os membros da sua equipe estejam alinhados com os objetivos revisados e tenham as habilidades e recursos necessários para implementar efetivamente a nova estratégia.

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6 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?

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Robert Rogowski

?? Organizational Performance | Leadership Development | AI-Human Integration | Workshop Facilitation | Innovation | Coaching | Commercial Success | 2 Exits??
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In a drastic situation you may decide to move away from the project and allocate the client to someone else on your team. By removing yourself from the picture you can inject an opportunity to get the project a fresh start, especially after you and the client feel "stuck" and out of options.

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What do you do if your customer relationship management strategy is not yielding results?

1

2

3

4

5

6

1 Review your objectives

2 Analyze your data

3 Evaluate your processes

4 Solicit feedback

5 Adjust your strategy

6 Here’s what else to consider

Strategy

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What do you do if your customer relationship management strategy is not yielding results?

1

2

3

4

5

6

1 Review your objectives

2 Analyze your data

3 Evaluate your processes

4 Solicit feedback

5 Adjust your strategy

6 Here’s what else to consider

Strategy

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