When it comes to CRM Assessment, unfortunately, there are not many resources on the internet that address this issue in a broad perspective. In the articles, specific topics such as software to be used, general concepts or customer relationship management are addressed, while the intersection of these areas with each other is not mentioned.
We have rolled up our sleeves and, as people working with CRM for the past 10 years, we have developed a CRM Assessment method to measure how accurately CRM is applied in the business world.
We wanted to share our assessment method, which shows our approach as we believe that standardizing the studies in the field of CRM is both a ground to move the common knowledge forward and create a leverage effect.
According to this evaluation method, we direct 90 questions to companies under 5 different sections. We weight each response based on the category of the problem. As a result, we reveal the general view of the company in terms of CRM with a score between 0-5. With this short-term evaluation study, the current development areas of the companies are clearly visible.
We carry out our work under 5 main headings:
- Strategy and Management: The CRM methodology should be owned by senior management and supported to reflect it throughout the company. With the questions in this section, we examine Top Level Commitment, Business Objectives Compliance, Success Metrics, Organization, Consulting Services and Strategy.
- Design: Processes should be designed in line with the needs of the company and relevant teams should be kept informed about the processes and procedures. In this section, we focus on Processes and Procedures and question whether a structure that meets the company’s expectations has been constructed.
- Application: The designed processes should be put into practice to ensure that the control points are reflected correctly. We evaluate the reflection of the design to the real life under CRM Infrastructure, Data Management, Customer Complaint Management and Communication.
- Reporting and Auditing: Improvement actions should be listed as a result of checking whether the performance is at the desired level and whether the workflows are implemented correctly. We examine this step with our questions regarding Benefit Loads and General Reporting.
- Sustainability: Feedback should be provided to ensure sustainability in order to generate higher income with customer needs, sectoral needs. In this section, we examine the Feedback and Emergency processes.
You can see the distribution of the questions in the pie chart above. The number of questions actually shows how much detail we need to understand the paths followed in strategy and management and implementation. So we are all talking about some concepts, but “are we using these concepts within the same definition?” we need to go into details to solve the problem.
With this study we conducted in different companies before corona, we observed that the general scores were between Level 2 and Level 3. Although we have some estimates of common problems and data that supports them, we aim to share them with you in another article.
See you in the next article,