Digital Strategy – analyzing CRM capabilities

A significant part of your digital strategy is about determining where to shift your CRM focus to. When analyzing your company’s customers and their behaviors, ask the following questions of your sales leaders:

• How have the customers’ behaviors in buying products from you changed over the last few years?
• How has the buying process, channels and cycle times for procurement changed?
• What drives our customers to buy our products ? Is it referrals and word of mouth, is it an impulse purchase? What human emotion drives the need for our product ?
• What specific customer insight will make our sales forecasts more accurate?

The answers to the questions point to how digital technologies can best shape your Customer Relationship Management focus. Continue to invest into building the internal capabilities and insights to better answer the questions.