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December 31, 2005
The Two-Years-Later Scenario for CRM
Though CRM practitioners can build the Business Case behind a CRM implementation, they still often struggle for presenting a scenario for the future-state business vision. Helping the client and their customers truly picture in their mind the future-state CRM-enabled business is definitely a challenge. The creation of a detailed "Two-Years-in-the-Life" scenario can help the client to articulate that future themselves. The building of this scenario involves bringing together a small group of forward-thinking sales and/or service representatives from the current-state touchpoints, selecting a point of time in the future, and selecting a customer segment. Next, begin storyboarding on a whiteboard or with flipcharts. You can tell the story of multiple customer interactions, across either multiple touchpoints, or an agreed period of time. You can work through the two-year timeline discussing possible interactions or "acts" across a customer lifecycle. Develop a scenario for each customer segment. This approach provides a qualitative business case for CRM expenditures. Also, when you couple this approach with a quantitative business case, you generate a great cost justification. CRM Today reports:
Our experience shows us that, once the future-state customer experience has been articulated, executives will use it as a tool to champion the cause - at board meetings, shareholder meetings, and Marketing communications.
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