Page 21 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes Take Action

When we create a touch point inventory, we actually end up with three pieces of data for each
touch point: an impact/importance score, an effectiveness score, and a point on the grid. For
those touch points that were in low/low quadrant of the grid that have a rating of 8 or higher for
importance (they are above the line) we recommend developing, publishing and implementing
a corrective action plan. If you it has been awhile since your last acquired customer feedback,
don’t put off this type of research any longer. In today’s environment it pays to be smart.
The goal of this type of effort is to enable you to use these touch points to reinforce your value
proposition with customers and employees. EVERY interaction matters. Delivering great
customer experience isn’t something a few people in the company need to do. It’s something
that everyone in the company needs to do. Customer experience and engagement is a core
competency and one that every company needs to cultivate.

Self Assessment

State whether the following statements are true or false:

13. The TPA applies to Banks.
14. The goal of touch-point analysis is to increase profits of Banks.
15. A customer experience begins and ends at a transaction.



Case Study The Technology Comes Last

Firm: BDO USA/Chicago
Size: Approximately 2,600
Product: Microsoft Dynamics CRM
Commencement Date: August 2011 (pilot, October 2010)

On Record: Senior manager of IT Jeff Clark and national business development director
Erica Yesko
Challenge/Objective: Growing the client base, improved outreach to the existing client
base and taking a collaborative approach to doing so.
Amount Spent: Pricing was by seat. Due to firm size, cost was “seven figures with consulting
and licensing.”
Process: CRM had been on BDO’s roadmap for many years, but lack of understanding of
what a consolidated CRM system could offer a partnership slowed the process. Many
partners in the firm had used other contact management systems, ranging from simple
Excel files to Goldmine and ACT!

“I think what finally clicked for us was partners getting clear on the goals and strategy of
the firm; technology needs to be the last piece of the puzzle,” said Yesko. “This new
system would involve anyone who touches the sales process and that was key to building
momentum and adoption from partners, administrators and IT. We really spent the better
part of a year before we even began the selection process.”
Contd...

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