Article

How CRM supports a unified customer experience (if it’s used right)

by JC Quintana
CEO, Dialogue Prime

Editor's note: This article is adapted from JC Quintana's book Speaking Frankly About Customer Relationship Management. Quintana recently delivered the customer keynote at eXtremeCRM Lisbon, and joined us for the MSDW Podcast JC Quintana on customer relationships and experience (they're not the same).

Why do we continue to see CRM as a sales database rather than a strategy for investing in the right relationships, engaging customers based on their most central needs, and focusing on service and transparency that usher great customer experiences?

Understanding where CRM fits within a unified customer strategy is essential to its success, as is your understanding of the strategies that CRM supports.

There are seven dimensions of the customer relationship. These are all terms that you already hear at work every day:

  1. Relationship
  2. Engagement
  3. Centricity
  4. Service
  5. Support
  6. Transparency
  7. Experience

An orchestrated approach to CRM that manages each dimension of the customer relationship is imperative; especially for companies seeking to eliminate functional and organizational silos. Your company may already have a customer relationship strategy in place, CRM tools to support it, digital customer engagement assets to implement omnichannel communications, service and support agreements (SLAs) and customer experience and NPS (Net Promoter Score) analytics to evaluate customer economics.

Why customer economics? Because of its emphasis on analyzing specific behavior in units of consumers. ...

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About JC Quintana

JC Quintana is an internationally recognized business relationship psychology researcher, speaker, and author. He teaches as an adjunct professor of Customer Experience (CX) and Design Thinking with a focus on the importance of aligning customer advocacy, employee engagement, and operational business success. His illustrious career includes senior executive roles over client, employee, and alliance partnership initiatives at DXC, HP, Sage, DHL, and ADP. JC is the best-selling author of two books on customer relationship management (CRM) and business relationship psychology. His company, DialoguePrime, helps companies bring relationship development success back into CRM. Meaningful dialogue leads to quality relationships. (tm)

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