I am the Director of Member Retention and CRM for a non-profit business membership organization. I am trying to create a CRM strategy without the addition of any CRM technologies, as we have an organization specific database management system with limited CRM capabilities. Do you have any suggestions on implementation of a CRM strategy without the purchase of CRM software? The lack of information on the CRM "philosophy" is disheartening...
and makes my task all the more difficult. It's a challenging question. The success parameters for a CRM program, in any market or company circumstances, are at least somewhat set by the availability and scope of high quality customer information. I would say that, in the absence of supporting customer demographics and other specifics, the more you know about customer needs, problems, expectations, and complaints, the better you will be able to develop a viable relationship management program - with or without the added benefits of data management software. I've attached an article which describes the process we've developed to help our clients design and evaluate CRM programs. Our 'philosophy' with regard to CRM is that it is component-based: customers, relationships, and management. Customers represent the complete range of individuals or groups touched by your organization, including Staff. Relationships are the means and media of maintaining contact and feedback. Management has to do with marshaling scarce resources to optimum effect - time, money, people, facilities, technology - and, as in your case, information.
Related Q&A from Michael Lowenstein, VP and Senior Consultant, Customer Loyalty Management, Harris Interactive
Find out if luxury retail stores should offer loyalty programs for their customers in this tip. Learn how some luxury retail brands build loyal ...continue reading
Get an experts take on raising the hurdle rates of a customer loyalty program and learn more about value-added benefits from Michael Lowenstein.continue reading
Learn a few ways to measure customer loyalty and find out about customer spend or "share of wallet," which expert Michael Lowenstein believes to be ...continue reading
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.