CRM Strategy: Only Part of the Big Picture

Mary Wardley is quoted in "Strategize for Better CRM" of CIO's August 2011 issue and states that customer relationship strategy needs to be developed using a technique similar to the ITIL's 7-Step Continuous Improvement Model.  She goes on to equate Customer Relationship Management (CRM) strategy with customer service strategy.  While we agree there is overlap.  These are probably not the same thing in most organizations and may require more guidance to achieve. 

Customer Service (from IT) exists within the Service Operation phase of an ITIL organization and is concerned with the support of IT Services.  It is most likely assisted by a Professional Services Automation (PSA) tool.  While the PSA may contain some CRM features, the PSA may not be robust enough to provide the best value to the company's Sales function.  The result: a separate CRM solution would be appropriate.  In any event, integration is the most critical consideration.  This isn't simply integration between CRM and PSA.  Rather, it is integration of both together along with the company's Financial System and any other supporting systems.  Total integration of data is the end-result.

Remember and apply the DIKW model here.  That is Data > Information > Knowledge > Wisdom.  While we still may rely on consultants to provide wisdom, even they can't improve our organization without knowledge of itself.  That's why Kenesco advocates that businesses use a Service Knowledge Management System (SKMS) approach to capture, process, analyze, and act on any corporate data.  This will take into account all systems, their integration, and continuous improvement of the company.

If your organization is considering system integration and best practices, please contact Kenesco.  Our ITIL certified consultants can help.

Kenesco

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