Is your organization examining its customer relationship management (CRM) strategy and thinking about how to better integrate different points of customer data? Are you wondering how your organization can achieve a 360 view of the customer so that you can better onboard, develop and retain customers?

Based on mutually defined organizational goals and related CRM objectives, students will:

1. Provide an audit of the current CRM landscape by looking at the organization's current value proposition and CRM model (i.e. IDIC, Value Chain, etc.). They will map out the competitive landscape through a competitive positioning matrix based on the client’s value proposition in relation to their competitors. Then they will identify the client’s organizational structure and internal stakeholders – those that interact with customers. Review the CRM tool the organization is currently using, and provide the internal requirements(i.e. lead management, cross-sell, etc.) for the CRM tool. The current state part of the audit will finish off with a look at other martech and data collection points, as well as an analysis on the organization's current customer segmentation model.
2. The next step of the audit is to identify missed opportunities and gaps. To better understand the market segment, students will create a persona based on the target market the organization has identified. They will then map that persona’s customer journey – and identify the customer pain points along the journey along with missed opportunities/ gaps. The analysis will identify any issues with the current customer segmentation model, as well as any gaps in the organizational structure that is preventing the client from making strategic use of their CRM to achieve their goal.
3. The project will conclude with key recommendations to achieve a CRM dream state for the organization. Students will recommend either a new CRM tool or additional usage of the current CRM tool that could help the client achieve their goals. They will also recommend a CRM model (i.e. IDIC, Schema, etc.) AND customer segmentation model (RFM, CLV, etc.) that will help them focus on the right customers, and how their CRM can help with that. They will then map out the changes needed in the organizational structure to get to the organization’s end goal. Based on the gaps identified in the customer journey, they will map out actionable marketing tactics to help meet CRM objectives. And then define what success should look like by laying out your Key Performance Indicators (KPIs) related to the tactics that have been identified.