Generally customers ask questions here & get those answered by the community. For a change, I would like to ask this question to our community of users to find what it takes to build a Customer Driven Company. As Business owners & CRM Administrators, your job is to make your company customer driven. So please help us understand what it takes to build a Customer Driven Company from your point of view ?
Mani, this is a complex issue that wise people have been studying and writing about for decades. While no one will be able to provide a comprehensive answer in a forum reply, I’ll offer some thoughts. First, an initiative to become a customer-driven company demands senior management support. Second, a detailed definition and possibly a graphic framework is required so everyone agrees what it means. There are many phrases such as market oriented, customer centric, market driving, and consumer focused that are used to describe the same basic outside-in business perspective. A company needs a framework to transform the abstract concept of ‘continuous creation of superior value for the customers’ into specific capabilities, projects and actions.
Third, a company can’t start improving until it understands from where it is starting. Some form of objective assessment will help the company understand its current strengths and weaknesses in customer driven capabilities. Fourth, based on the findings of the assessment, it should develop an improvement plan defining a sequence of programs and projects. Finally an education program will help gain support for the customer driven perspective by explaining to all employees what it is, how it helps them, and why it’s important for the sustained growth of the company.
Thanks Miki for the response. I understand that this is a very broad topic & it's hard to find one correct answer for this. One of the thing we have been thinking is the role of CRM in building a customer driven company. CRM has evolved from a contact database to powerful collaboration & automation system.
Starting from face to face interaction as a medium to interact with customers, there is Mail, Chat, Phone, Website & Social media to engage & interact with customers. We started working on some interesting ideas in CRM to help customers become customer driven.
Lean production, production on demand = agile production and a marketing of it
Involve key clients into roadmap planning = culture and using it in sales
Open communication without fear of public feedback = readiness for new ways
Balanced communication-mix of push and pull = rethink (again and again) instruments
Measuring customers way of participation by monitoring not only professional press coverage or stats, but also client social coverage = integrate and reduce communication breaks
If I look at all the 'Customer XX' buzzwords, I like most Customer Interaction Management. This is where CRM and Campaign Management come into the game, where social media is a copy platform among many; again defining communication mix. In B2C it must include call-center apps.
In B2B strongest instruments in communication are still sales and support. This is why CRM must be and will become the cockpit on all communications towards stakeholders for those 2 roles, covering clients interests and behaviour. Where all productive marketing, sales, support aspects including collaboration come together.
I observe an enterprise battle about which solution corner is the leading platform, i.e. classic ERP, solid ECM/EIM, less portals all challenged by commerce oriented or latest Collaboration Platforms, called Social Enterprise and Digital Marketing suites.
Customer driven means client centric. Look at Zoho Corp. communication strategy on new clients, prospect of many modules. I made the experience that the client is just bombed by every module owner once clicked without any plan of a big picture - a sample of production and support driven company ;-)
Customer Driven Companies often requires alot more hard work and care at
the back ned. As you are limiting your hand in driving the company, you
need a support staff at the back end which will handle the users
Time to time improvements and business analyzations will give firm support.
Well the most important thing for you is start up. Start as early as you
can.... Good Luck!
We just used zoho campaigns to send emails to consumers (not
businesses). Consumers don't read email anymore. They only look at
text messages.. Therefore we need a Zoho text message campaign module
where a consumer can reply from his/her smartphone via texting. Our
business needs to capture all these messages via a zoho text messaging
server that talks to most cell phone carriers and Facebook messaging. I
came across Twilio but it needs to be checked better. I love to hear
from zoho about your solution. Our account is acehealthcaretraining.com
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