Estado de Madurez - CRM

Ral Balbuena Castillo

rbalbuena@esan.edu.pe

Estado de Madurez - CRM

CRM macro-process

Ideal maturity

Customer knowledge

100%

Sales

100%

Customer service

100%

Marketing

100%

Current maturity
state auto-evaluation

Criterios de Evaluacin
Grades/scores:
0 = There is no clearly defined process
1 = There is a clear process, although manual
2 = There is a clear and automated process for SOME areas (IDEAL)
3 = There is a clear and automated process for ALL the areas (IDEAL)

Period for
improvement
Short
Medium
Long

6 months
1 year
More than 1 year

Auto-Evaluacin del estado de Madurez - CRM

Evaluacin de conocimiento del Cliente

Grades

ID

Customer Knowledge

1
2
3
4

Customer / prospect General information

Electronic/digitalized file
Single Customer repository (BUC)
Information quality (customer uniqueness)
I know what products the customer has in ALL my
organization
Commercial Relations with my customers
Customer classification (value, profitability, segment)

5
6
7

Grades =>

Ideal
3
3
3
3

Current
2
1
2
1

3
3
3

2
1
1

21
100%

10
48%

Period to
improve
Short
Short
Short
Short
Short
Medium
Medium

Evaluacin de Ventas
Grades
ID
8
9
10
11
12
13
14
15
16
17
18
19

Sales
Do you have a Call Center specialized in Sales?
Customer and prospects management
Customers Financial Profile
Commercial relations management between
prospects/customers and companies
Opportunities management
Shared opportunities management with
Business partners
Sales methodologies (pre-defined and
standardized steps)
Branches, territories, segments management
Sales quota
Business Quotations / Proposals
Clear requirements for businesses/contracts
regularization
Quick campaigns without needing the Marketing area
Products catalogue with exact and updated
information
(characteristics, Price lists/conditions, for example)

20

21
22
23
24
25
26
27

Segmentation for Cross-Selling and Up-Selling and

Product pre-qualification
Telemarketing process with follow-up/allocation
of the executive
Competitors management
Sales literature
Sales Pipeline
Work flow of opportunities escalation
Graphical Exploitation of the information

Grades
=>

Period to
improve
Medium
Medium
Short

Ideal
3
3
3

Current
0
0
1

3
3

1
1

Medium
Short

Medium

3
3
3
3

2
2
2
2

Short
Medium
Short
Short

3
3

3
1

N/A
Short

N/A

Medium

3
3
3
3
3
3

1
2
3
1
0
1

Short
Short
N/A
Short
Short
Short

60

28

100%

47%

Evaluacin de Marketing

Grades
ID
42
43
44
45
46

Marketing
Campaigns, costs, people responsible
involved and activities management
Creation and maintenance of marketing lists and
imports from external sources
Campaign execution and the related tasks (via
Call Center for example)
Products/offers related to the campaign
Standard campaign execution guides
Campaigns execution via e-mail

(decrease in costs!) and their register in the

47 Customers history
Follow-up on campaign responses and
48 Monitoring of the results
Campaigns Management or automated
49 collecting processes and dunning
50 Quick campaigns management

Grades =>

Period to
improve

Ideal

Current

Short

Short

3
3
3

2
1
2

Short
Short
Short

Short

Short

3
3

2
2

Short
Short

27
100%

16
59%

Evaluacin de Servicios
Grades
ID

Customer Service

Do you have a Call Center or specialized service

28 center?
29 Service cases management
30 Activities and Service history
Knowledge base management and frequently
31 asked questions
32 Solutions related to cases
33 Queues/work teams-equipment
Resources management (equipment, installations
34 and technical Resources)
Activities schedule
35 and resources involved in cases
36 Routing/allocation by case type
37 Cases escalation
38 Customer notification (opening, allocation and closure)
39 Auto-service facilities for the customer
Maximum use of the contact minute
40 with the customer (promotions for example)
41 Graphical Exploitation of the information

Grades =>

Period to
improve

Ideal

Current

3
3
3

2
2
1

Short
Short
Short

3
3
3

1
1
1

Short
Short
Short

N/A

3
3
3
3
3

3
3
3
1
1

N/A
N/A
N/A
Short
Medium

3
3

1
1

Medium
Short

42
100%

24
57%