Creating Your 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 | |||
| Objective | |||
| Tactics | |||
| Activity | |||
| Success measures |
A pdf version of the CRM Plan can be downloaded from the link below.
Introduction to Marketing: Understanding your Customers
Introduction to Marketing: Understanding your Customers
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