If you don't know where you are going, how in the world will
you know when you get there? This is some sage CRM success advice. This is also
the reason that for every CRM journey – from international adventures such as a full-scale firm-wide roll-out, to simpler treks like CRM enhancements, upgrades or
data projects – you are going to need a good map.
Of course, because CRM is a journey - and one that never really
ends - you can't really ever hope to 'get there.’ But without a map, you won't even know whether you are making progress. In fact, you might not even be aware if you are
covering the same ground multiple times – or even going in circles.
Your CRM plan is your map. Before embarking on any CRM journey,
you need to really think about where you want to go and the best way to get
there. Because CRM often requires consensus building and behavior change, you may
find out that the best way to get from point A to point B is not actually a straight
path, but rather a winding road. You may also learn that because things are always changing, even the best maps often have to be revised. Heck, 29 new countries have come into existence since the 90s. (Really, how many people have even heard of Turkmenistan - forget about finding it on the globe?)
You will also want to consider points along the way where makes
sense to stop, rest, regroup – and plan your next move forward.
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