Well-intentioned customer relationship management (CRM) efforts that focus on internal processes and objectives have largely failed to serve the most important stakeholder: the customer. Business process professionals characterize CRM as “the business processes for targeting, acquiring, retaining, understanding, and collaborating with customers.” Although CRM leaders and customer experience professionals share goals like extensive customer knowledge and increased service quality, the fundamental approaches of these two disciplines differ vastly. Typical CRM efforts take an inside-out approach that serves specific business needs but does little to improve or manage customer experience. This locks in mediocre customer experiences when CRM focuses on “moments that matter” for companies instead of customers, company perceptions of the relationship that misrepresent customer reality, and technology silver-bullet solutions that support department silos instead of fitting into an ecosystem that serves customers’ needs holistically.
Customer experience professionals need to bring an outside-in perspective to CRM efforts. To do this, they can borrow a typical CRM best practices framework that looks at strategy, process, technology, and people — but follow it from a customer-first perspective. Do this by: