CRM CAPABILITY MAP
A Complete CRM Capability Map
CRM Capability Map
A Complete Guide Model
CRM Capability Map is a conceptual model and intuitive decomposition of customer relationship management functions into a set of granular business capabilities. Businesses must consider it from CRM capability model requirements, rather than software selection and deployment.
What is the definition of a business capability?
The skills, capacity, and expertise required for a firm to fulfill its essential functions, implement its vision, and achieve desired organisational outcomes are referred to as business capabilities.
Capabilities are the methods for bringing people and resources together to do tasks. They are essential intangible assets for a company. Capitalising on Capabilities, Harward Business Review, 2004
The ways an organisation provides and uses such capabilities are known as business processes. The organisation becomes highly efficient when the underpinning software provides precisely aligned solutions and support for capabilities and processes, maximising its return on investment (ROI) for output of resources, time, and energy.
Rather than focusing solely on systems, apps, or procedures, which can be transient and hence volatile, your company can strengthen its position by enhancing CRM (Customer Relationship Management) business skills and building a transformative roadmap.
What is CRM Capability?
A CRM (Customer Relationship Management) capability is a crucial component of an organisation’s customer relationship management strategy and architecture.
CRM capability maps give you a clear picture of where your CRM business stands right now, revealing redundancies and inefficiencies and allowing you to establish a capability-centric CRM (Customer Relationship Management) transformation path. This will enable the organisation to go forwards with confidence, clarity, connectivity, and internal strength towards its future vision.
When it comes to defining and prioritising CRM (Customer Relationship Management) Features, depending on your organisation, sector or industry, and geographic location, there is much potential for customisation and flexibility.
CRM Capability Map Areas
According to CRM (customer relationship management) literature and resources, CRM capabilities appear to be grouped into five primary categories (e.g., Gartner), including Marketing, Sales, Customer Service and Support, Channel, and Core CRM and Analytics.
Marketing Capabilities
Multi-channel campaign management, Digital Marketing Hub, Customer Segmentation...
Sales Capabilities
Sales Automation, Pipeline Management, Prospect Management, Opportunity Management...
Service Capabilities
Omnichannel Customer Support, case management, knowledge management, SLA management, service automation
Customer Insights Capabilities
Customer master data management, customer analytics, predictive analysis...
Digital Commerce Capabilities
Storefronts, payment gateway, merchandising...
Field Service Capabilities
Workforce management, workforce planning, operations,
Capabilities in Marketing
- Monitor and measure the success of marketing initiatives
- Orchestrating and automating customised campaigns
- Targeting consumers and potential customers across a variety of channels, and orchestrating and automating personalised campaigns.
Capabilities in Sales and Digital Commerce
- Increase employee engagement and revenue
- Automating, tracking, and managing pipeline, i.e. prospects and sales opportunities.
Capabilities in Customer Service and Support
- Automate, track, and manage customer requests and promptly
- Efficiently resolve client requests to improve customer satisfaction.
Capabilities of CRM Channels
- Create an integrated omnichannel to interact with and engage customers.
- This feature is also used by Marketing, Sales, and Customer Service to interact with prospects and customers.
Core Capabilities in CRM and Customer Analytics
- The three primary tasks of marketing, sales, and customer service are supported by core customer management capabilities.
- Resulting in an integrated and consolidated customer perspective.
- This gives you valuable information about customer behaviour and emerging trends.