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Creating Your CRM Plan

This step introduces learners to a basic CRM framework, and important considerations when creating a CRM plan.

It’s time to bring together all of the key elements covered so far this week to look at the procedure for creating a CRM plan. Important considerations when creating a CRM plan include:

1) What do I know about this customer and what is their relationship with my brand?

2) How can I progress their relationship with me and what value do I need to provide?

3) How can I manage this at scale, creating targeted, personalised and relevant marketing?

This simple planning framework will help to get you started:

Group /Stage What are the key customer groups or stages identified
Descriptive name What description helps highlights this groups stage or needs
Objective What outcome or next action do I want to achieve
Tactics How will I influence orm otivate this group or stage to gain the objective
Activity What marketing activity and approach will I use
Success measures How will I measure the success of my activity against the objective

Once you have answered these questions you can start to add your information to a CRM plan like this:

Group / Stage Pre-launch Launch Post-launch
Descriptive name      
Success measures      

A pdf version of the CRM Plan can be downloaded from the link below.

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Introduction to Marketing: Understanding your Customers

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