According to Gartner, “Over two-thirds of CRM projects focus on siloed functional needs” and that “the primary challenge of enterprise wide CRM is not the implementation of CRM technology, but strong organizational collaboration that leads to a clear and consolidated strategy among business leaders that might otherwise be focused on their own functional objectives and KPIs.”
The most successful enterprise wide CRM implementations use eight building blocks:
- “Vision: Customer advocates raise awareness, but are often faced with a lack of personal motivation, executive sponsorship, budget constraints, and more.
- Strategy: No formal strategy is in place. Nothing is tied to a larger, overall customer strategy.
- Customer Experience: The voice of the customer is fragmented.
- Organizational Collaboration: The organization’s culture is inward-focused and revolves around functional departmental survival.
- Processes: The organization tends to be siloed and disconnected, not benefiting the customers
- Insights: Customer information is fragmented across many incompatible applications, files or manual records, and beset by significant data quality problems.
- Technology: Technology is casually sourced/developed or repurposed (using standard email or spreadsheets, for example) without consideration for integration, standard processes or centrally driven standards.
- Metrics: Very few and inwardly focused metrics are present, and they don’t provide any customer insights.”
The Gartner report states how to get started with various models of the Gartner CRM Maturity Model. Gartner describes how application leaders should “assess the organization’s CRM maturity by comparing the current state of the organization to the descriptions of each maturity level in the report.”
Application leaders should also “ensure that CRM initiatives are business-driven and use a balanced application of Gartner’s “Eight Building Blocks” framework.”
“Engaging with different stakeholders to discuss the business value of moving to the next level of CRM maturity (note that you may have a different maturity level for each of the eight building blocks and you should choose recommendations accordingly).”
Lastly, to make the most of the Gartner CRM Maturity Model, application leaders should “establish a rating or scoring system in order to measure the organization’s current level of maturity relative to the quality of capabilities required for effectiveness.”
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Gartner, The Gartner CRM Maturity Model: Supporting an Enterprisewide Approach, 19 February 2020, Nadine LeBlanc, Ed Thompson, Varun Agarwal