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The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy. This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits.

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Primer explains the business case for CRM

Big data can play a key role in CRM's success by helping marketers to maximise customer engagement and profitability but, as earlier CRM failures have shown, the focus needs to be on the business need for actionable analysis rather than on software alone, according to a white paper published by loyalty marketing agency Customer Communications Group (CCG).

The paper, entitled 'Building the Case for CRM', was published to provide marketers with a primer showing how to build a business case for a full-scale customer relationship management programme that can both leverage big data and build sales.

Recent research from Gartner predicted that CRM will be a US$36 billion market by 2017, but there are a number of commonly encountered hurdles that businesses will need to overcome in order for CRM to contribute to their growth and success.

The white paper goes on to explain the ten most common ways that businesses fail when setting up and managing a CRM programme, including:

  1. No corporate-wide CRM strategy; failure to develop a shared management perspective of CRM opportunity.
  2. Lack of clearly defined and measurable business objectives.
  3. Attempts to develop skills and infrastructure too quickly, looking for the "big bang".
  4. Little or no attention paid to employee skills and abilities; too great a focus on tools and hardware, not "humanware".
  5. Change in the organisation is not managed well, leading to functional barriers as well as philosophical roadblocks. Everyone must see and understand where they will benefit.
  6. Inappropriate sequencing plan for CRM investments, e.g., building technology before strategy or expectations.
  7. Failure to understand which business processes must be optimized to support the strategies.
  8. Programme unaligned with brand position and customers' expectations.
  9. Quality of data not properly addressed.
  10. Failure to create rigorous controls and testing.

"Successful CRM starts with a solid business case that will demonstrate why the CRM programme will be a strategic winner, quantifies the benefits at a detailed level and specifies how the programme will achieve those benefits," concluded Sandra Gudat, CEO for Customer Communications Group. "A strong case sets a plan in motion to gain the resources and funding needed for the CRM programme, including its backbone - the customer database and big data potential."

The full white paper has been made available for free download from CCG's web site - click here (zipped PDF document; no registration needed).


Sources: Customer Communications Group CCG / The Marketing Factbook.
Copyright © 2015 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability.

Find out what works and what doesn't, who's succeeded and how they did it, and how the world's top brands keep their competitive edge against all odds. This report gives you the data you need for the best decisions for a more profitable, more engaging marketing strategy.

Get the hard facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and gain an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Factbook at your side, you'll have a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

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Copyright © 2001-2025 Peter J. Clark