CRM capability goals , CRM process maturity and making a strategic impact — then & now

Over 20 years , I have accumulated a rich repertoire of consulting , revenue & product growth experiences — a significant % spanning CRM / CX ( Customer Experience) industry segment. Going through my treasure chest over the weekend, I found a CRM blueprint executive deck that I presented in 2002.

COO’s & RevOps practitioners will find similarities in the challenges they seek to overcome.

Identifying capability goals is a great place to start

In 2001, CRM was still maturing as a three letter acronym, ERP being the dominant sibling. Siebel dominated the landscape ; Salesforce had just launched its subscription service and PeopleSoft (Vantive) CRM was the only “Pure Internet Architecture” platform . Organizations had established customer focused processes and some systems ( largely in-house custom built) in place. The blueprint exercise was a follow through on a PeopleSoft CRM implementation .

Here are 6 capability goals that we defined to assess CRM maturity -with the customer at the center .These capability goals are just as applicable now.

Note: Images are updated slides from my deck in 2002

Fig1 : 6-Dimension model to assess your CRM maturity.© Loglens Insights PVT Ltd.

Use a maturity model to deep-dive into each dimension

In 2001, a 5 level CMM ( Capability Maturity Model) developed at Carnegie Mellon University became the gold standard for service oriented businesses. I applied the model to assess CRM maturity with stellar results . RevOps leaders of today seeking to create strategic impact could explore “optimizing” and “leading” levels.

Fig2: Aligning a Capability Maturity Model with Customer focused processes.© Loglens Insights PVT Ltd.

Double-down on strategic capability levers

Two capability levers for RevOps to consider

1. Manage customer information as a strategic asset
2. Integrate across business units

Shared below are maturity models for these two capability goals, as put together in 2002. With some adaptation, they are just as relevant now.

Lever 1 : Manage Customer Information as a strategic asset

Fig3: Manage customer information as a strategic asset-maturity model.©Loglens Insights PVT Ltd.

Lever 2 : Integrate across business ( functional) units

Fig4 : Integrate across business units — maturity model. ©Loglens Insights PVT Ltd.

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