Stage 2.1: Executive Sponsorship

CRM is an organizational strategy and culture that puts the customer at the center of business process design. Most companies are either Product Centric or focused on Billable Hours. To become Customer Centric requires leadership and direction from the top.

An Executive Champion of CRM is an important communication link and change agent. The strategic goals of CRM are to add value to all client interactions through an integrated view into the customer lifecycle resulting in operational excellence, cost reductions and revenue growth. All of which interest the executive suite to varying degrees.

Every time I have been able to demonstrate to an Executive team that CRM can save people money, give them more productive time and increase their profits, they all pay close attention. CRM helps executives meet the strategic goals upon which their compensation and bonuses are measured. The challenge is finding the executive that is willing to step up to the plate.

Some companies appoint Chief Customer Officers, which is a great public gesture. However, it is more valuable and less risky in the long term if CRM just becomes "the way we do business."