Monday, February 24, 2014

CRM Success Goes Beyond Simple Technology Installation

Success of a CRM initiative is not measured based on how well the CRM technology is installed. In fact, the CRM technology can be installed correctly from beginning to end, and it can still be considered a failure.

Across any organization, you will find at least one customer touchpoint in each business unit and each touchpoint is an opportunity for the organization to further develop and nurture the relationship with its customer. It is therefore imperative for the organization to operate as a single entity with a unified collaborative effort across all business units.

According to Gartner (G00247644), a sound CRM strategy requires that organizations align its structure and resources with customer intent. Installing a CRM solution does not automatically make the organization customer-centric. Organizational collaboration and change management have a direct impact on the success of the CRM initiative. A CRM solution is only as powerful as the process used and as effective as the collaborative illustrated behaviors of those who use it. Without enhancing effective processes and workflow management internally, a CRM solution will only reflect inefficiencies and lack of organizational collaboration.

At Pepperdine University, the Engaging Waves Initiative offers us a clean-white-slate opportunity to redesign our business processes so that as campus collaborators, we can provide the optimum Pepperdine experience to our constituents. Let's together take advantage of this opportunity.

Is your current business process providing optimum customer service? With a clean white slate, how would you redesign it?

Friday, February 21, 2014

TargetX-Recruitment Demo Recording

The February 20, 2014 TargetX-Recruitment demo and open session recordings are now available. Click on "Events" to access the video files.

Tuesday, February 18, 2014

The Voice of Customer

In any CRM initiative, the customer experience is a very critical component and each touchpoint with a customer adds to the overall customer experience. The following is an excerpt from a Gartner article (G00277665):

With each encounter, customers draw positive, negative or indifferent conclusions, whether from their personal encounters with the organization's employees or with their usage of the organization's customer-facing technologies. The customer experience, often ignored or overlooked in CRM initiatives, can no longer be avoided if a company wishes to be competitive and maintain the quality of its brand. Managing these experiences has become imperative. As the customer experience improves, customers become more satisfied and loyal, which improves customer retention, increases sales and reduces marketing cost.

At Pepperdine University, we pride ourselves in the relationships that we build and maintain. Our CRM initiative, titled "Engaging Waves," needs to be designed with our constituents at the center of all we do across the constituent's life cycle. The article further shares that:

A poor experience will affect customer satisfaction and loyalty negatively. Worse yet, it could damage a brand. The growth of consumer usage of social and mobile channels, along with the rapidly growing practice of using external communities to get recommendations of companies, products and services, enables customers to magnify and possibly distort their dissatisfaction. The ability for an unhappy customer to amplify a negative experience online to the world has exponentially elevated the importance of a positive experience for every customer encounter.

It has become imperative for us to listen to and capture the voice of our customers so that we can tailor and coordinate our services to meet their needs. To build brand and loyalty with Pepperdine constituents, our relationships with them must start from the beginning and continue through the life cycle. As one institution, our efforts need to be very well coordinated and executed so as to deliver optimum results and customer experience.

Improved Campus Experience = Improved Satisfaction = Improved Institution and Student Success

Saturday, February 15, 2014

Understand the Purpose for the CRM Initiative

For every project and initiative, there's an underlying purpose. Understand our purpose for the CRM initiative by reading the Position Statement.

Join the Conversation

Join your Pepperdine colleagues in the important CRM conversation by subscribing to the ENTERPRISECRM listserv. Just follow these simple steps:

  1. Go to https://listserv.pepperdine.edu.
  2. Click on ENTERPRISECRM from the list.
  3. Click "Subscribe or Unsubscribe" on the right hand side.
  4. Enter your full name and email address.
  5. Finally ... click the "Subscribe (ENTERPRISECRM)" button.