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Strategic CRM for Chinese auto OEMs
(chinadaily.com.cn)
Updated: 2008-04-14 16:42

The status of each capability can be categorized as "Beginner", "Optimized Processes", and "Customer Management Excellence". When a company realizes "Customer Management Excellence" status for all of these 6 capabilities, it has indeed achieved excellence in Customer Relationship Management, in other words its Strategy, Process, IT Infrastructure, Culture and Organization are all CRM-enabled.

Obviously, companies usually have different development status of these 6 capabilities. This is actually the reason why companies are different when building or improving their CRM. We helped many companies evaluate their CRM status by a structured questionnaire

 

Strategic CRM for Chinese auto OEMs

With a clear understanding on the health of current level of customer relationship management, companies can be in a better position to plan and take 2nd-step actions – a right recipe derived from our CME model. For example,

§         CRM strategy development

§         Performance Management

§         CRM process architecture

§         CRM IT strategy (development plan)

§         CRM IT architecture and systems and selection

§         CRM organizational development

§         Change Management

It could be different individual initiative or combination that can help companies to most efficiently hit the target. As an independent management advisor, we worked closely with our clients and provide neutral recommendation.  We suggest to starting a CRM IT project when it needs to start a CRM IT project, without any interest of solution type (SAP, Oracle, or IBM, etc.)


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