CRM Audit Ltd. - Making CRM Simple and Successful

CRM Capability Model

customer champion workshops – customer champion services – crm capability model

The CRM Capability Model describes 10 organisational processes and behaviours considered essential for the successful development of a CRM-centric organisation. These 'CRM capabilities' are divided into two distinct types, Core CRM Capabilities, and Supportive CRM Capabilities.

Core CRM capabilities

These computer-based models provide a bottom-up due diligence analysis of top-down business cases. Top-down models that determine project go/no go decisions lack flexibility and provide little reactive scenario analysis. In our experience, this lack of detail provides insufficient input at the operational level due to origins of the assumptions made. CRM Benefit Models by their construction provide this detail and flexibility allowing managers to determine outcomes at the lowest level of granularity required and allow managers to understand:

Customer Portfolio Analysis
Customer Intimacy
Network Development
Value Proposition Development
Relationship Management

Supportive CRM capabilities

Culture and Leadership
Functional Processes
ICT and Data
Organisational Design
People

Supports the adoption and development of CRM practices and should be evident within most organisations already.