Today’s digital world is progressively changing the way that clients interact with professional services firms. Client expectations are shaped by day-to-day consumer experiences where immediate responses and on-demand self-service access to information is the norm. Now more than ever, building trusted relationships and maintaining a solid reputation depends on delivery of outstanding and increasingly distinctive experiences.
Due to the increased competition amongst professional services firms, many organizations have invested in CRM with the goal of having a 360-degree view of the customer to drive a superior customer experience and maximize the profitability of client relationships; but with a faulty business strategy, few are satisfied with their results.
A successful solution requires a clear and concise understanding of the strategy and objectives of your marketing and sales programs, including:
- Defining your business objectives – Your CRM strategy must be designed with your business objectives and customer requirements in mind.
- Identifying who your customer is – Is there agreement on definition of “customer”? Have consensus on this and other key definitions.
- Identifying your customer segments – Who are your high-value and high potential customers? Know who you want to serve. Understand what that customer wants? Prioritize. What is the customer worth and what is their potential?
- Agreeing on desired customer behaviors – Build consensus on how you want customers to behave differently and what the customer experience will be, from the customer’s perspective. Design a different customer experience for each customer segment.
- Defining customer experience goals – Articulate the customer experience. How should your experience feel? Identify interactions that are important to the customer.
- Standardizing data – Various departments in your organization may see your customer quite differently from another. Using one integrated set of analytical data throughout the company can help executives to make key decisions about how much to invest in a particular customer.
- Developing success metrics – How will you know if your CRM program has been a success?
Today, the process of engaging customers can’t be one-size-fits-all. It needs to be adaptive across all touch points and within the context of your customer. Intelligent customer engagement with the right tools and the right business strategy enables your company to build customer trust, loyalty, and insight.
To learn more about how CRM can give your professional services firm a competitive advantage to win and retain customers, download our whitepaper, Customer Expectations Are Evolving—Are You?, or contact us today.