Page 273 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes  Amount of new revenue
 Amount of recurring revenue
 Time to close by channel
 Margin

 Sales stage duration
 Sales cycle duration
 Number of sales calls made
 Number of proposals given

 Competitive knockouts
Service Metrics

 Cases closed same day
 Number of cases handled by agent

 Number of service calls
 Average number of service requests by type
 Average time to resolution
 Average number of service calls per day
 Percentage compliance with service-level agreement

 Percentage of service renewals
 Customer satisfaction level
 Complaint time-to-resolution
 Propensity for customer defection

Marketing Metrics

 Number of campaigns
 New customer retention rates
 Number of responses by campaign

 Number of purchases by campaign
 Revenue generated by campaign
 Cost per interaction by campaign
 Number of new customers acquired by campaign
 Customer retention rate

 Number of new leads by product
 Number of customer referrals
There are 100’s of metrics you can track. Find a few key metrics that give you insight. Try to tie
CRM metrics to other financial and business objectives in your firm. The key is to get good
insight without becoming a slave to metrics.

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