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For Customer Experience Professionals

Beyond CRM: Manage Customer Experiences

Adopt An Outside-In Approach To Shift The CRM Mindset

April 29, 2011

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  • By Paul Hagen
  • with Harley Manning,
  • Andrew McInnes,
  • William Band,
  • Allison Stone

Why Read This Report

Well-intentioned customer relationship management (CRM) efforts that focus on internal processes and objectives have largely failed to serve the most important stakeholder: the customer. Customer experience leaders need to drive an outside-in focus into these efforts by defining the desired experience, understanding customers' behaviors and needs, focusing on data rather than systems, and building a customer-centric culture.

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Tools And Templates

Best Practice Assessments

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  • Customer Experience Strategy Self-Assessment Tool
  • Persona Self-Assessment Tool
  • Customer Journey Map Self-Assessment Tool
  • VoC Program Self-Assessment Tool
  • Technology And Data Ecosystem Self-Assessment Tool For A Customer-Centric Culture

Table of Contents

  • Why Should Customer Experience Professionals Care About CRM?
  • Guide CRM Initiatives With A Customer Experience Management Framework

  • Build Capabilities To Reinforce The Brand Through Every Interaction
  • Supplemental Material
  • Related Research Documents