We’re midway through the summer, and planning for 2013 has already gotten started. Now’s the time to reconsider budgets and assess new investments to figure out how your brand can amplify its consumer relationships. With that in mind, I’ve put together a two-part series on what every CRM executive should focus on as they plan for the new year: 1) your internal organization and 2) your external vision.
Let’s kick things off with part one below: your internal organization. At the end of the day, behind every great brand is a great organization. And the best way to execute great CRM strategy is to apply those same customer relationship principles to your own company.
Ask the right questions
In a recent piece for The New York Times, David Carr writes that one of Yahoo’s problems is that, historically, even its own CEOs have had trouble answering one simple question: what is Yahoo?
As it turns out, that identity problem is hardly unique. A survey from Deloitte showed that while 83% of executives believe that senior leadership regularly communicates their company’s core values and beliefs to staff, only 67% of employees agree. The simplest questions of “what are we?” and “what do we stand for?” go unanswered.
Before you allocate deeper budgets into an external CRM strategy, it’s important to sit down and survey your own staff. Find out how they perceive the company, and their place in it. Ask them the following:
Communicate your brand internally
Consumers won’t purchase something if they don’t really understand it. Likewise, employees won’t work at their full potential if they don’t know what their contribution is going towards. If you’re not getting the answers you desire for the questions listed above, then you need to think about how to apply the basic principles of CRM with your own employees.
Here’s what you should invest in:
Break down the silos
We talk a lot – and rightfully so - about breaking down the silos in marketing campaigns: linking different sets of data together, creating a consistent creative theme across channels, and so forth. Here are how those same principle needs to be applied to the structure of your organization.
Once you’ve figured out how to manage the internal communications and relationships of those who are working on your CRM strategy, you can move onto the external vision. Stay tuned for part two, where we’ll dive into the external guiding principles of what you should plan for in 2013.