Raúl Balbuena Castillo

rbalbuena@esan.edu.pe

Estado de Madurez - CRM

Estado de Madurez - CRM

Current maturity

CRM macro-process Ideal maturity state auto-evaluation

Customer knowledge 100%

Sales 100%

Customer service 100%

Marketing 100%

Criterios de Evaluación

Grades/scores: 0 = There is no clearly defined process 1 = There is a clear process, although manual 2 = There is a clear and automated process for SOME areas (IDEAL)

3 = There is a clear and automated process for ALL the areas (IDEAL) Period for improvement

Short 6 months Medium 1 year Long More than 1 year

Auto-Evaluación del estado de Madurez - CRM

Evaluación de conocimiento del Cliente

Grades

ID Customer KnowledgePeriod to

Ideal Current improve

1 Customer / prospect General information 3 2 Short

2 Electronic/digitalized file 3 1 Short

3 Single Customer repository (BUC) 3 2 Short

4 Information quality (customer uniqueness) 3 1 Short

I know what products the customer has in ALL my

5 organization 3 2 Short

6 Commercial Relations with my customers 3 1 Medium

7 Customer classification (value, profitability, segment) 3 1 Medium

21 10

Grades => 100% 48%

Evaluación de Ventas

Grades

ID SalesPeriod to

Ideal Current improve

8 Do you have a Call Center specialized in Sales? 3 0 Medium

9 Customer and prospects management 3 0 Medium

10 Customers’ Financial Profile 3 1 Short

Commercial relations management between

11 prospects/customers and companies 3 1 Medium

12 Opportunities management 3 1 Short

Shared opportunities management with

13 Business partners 3 1 Medium

Sales methodologies (pre-defined and

14 standardized steps) 3 2 Short

15 Branches, territories, segments management 3 2 Medium

16 Sales quota 3 2 Short

17 Business Quotations / Proposals 3 2 Short

18

Clear requirements for businesses/contracts

regularization 3 3 N/A

19 Quick campaigns without needing the Marketing area 3 1 Short

Products catalogue with exact and updated

information

(characteristics, Price lists/conditions, for example)

20 3 3 N/A

Segmentation for Cross-Selling and Up-Selling and

21 Product pre-qualification 3 1 Medium

Telemarketing process with follow-up/allocation

22 of the executive 3 1 Short

23 Competitors management 3 2 Short

24 Sales literature 3 3 N/A

25 Sales Pipeline 3 1 Short

26 Work flow of opportunities escalation 3 0 Short

27 Graphical Exploitation of the information 3 1 Short

60 28

Grades

=> 100% 47%

Evaluación de Marketing

Grades

ID MarketingPeriod to

Ideal Current improve

Campaigns, costs, people responsible

42 involved and activities management 3 2 Short

Creation and maintenance of marketing lists and

43 imports from external sources 3 1 Short

Campaign execution and the related tasks (via

44 Call Center for example) 3 2 Short

45 Products/offers related to the campaign 3 1 Short

46 Standard campaign execution guides 3 2 Short

Campaigns execution via e-mail

(decrease in costs!) and their register in the

47 Customer’s history 3 2 Short

Follow-up on campaign responses and

48 Monitoring of the results 3 2 Short

Campaigns Management or automated

49 collecting processes and dunning 3 2 Short

50 Quick campaigns management 3 2 Short

27 16

Grades => 100% 59%

Evaluación de Servicios

Grades

ID Customer ServicePeriod to

Ideal Current improve

28

Do you have a Call Center or specialized service

center? 3 2 Short

29 Service cases management 3 2 Short

30 Activities and Service history 3 1 Short

Knowledge base management and frequently

31 asked questions 3 1 Short

32 Solutions related to cases 3 1 Short

33 Queues/work teams-equipment 3 1 Short

Resources management (equipment, installations

34 and technical Resources) 3 3 N/A

Activities schedule

35 and resources involved in cases 3 3 N/A

36 Routing/allocation by case type 3 3 N/A

37 Cases escalation 3 3 N/A

38 Customer notification (opening, allocation and closure) 3 1 Short

39 Auto-service facilities for the customer 3 1 Medium

Maximum use of the contact minute

40 with the customer (promotions for example) 3 1 Medium

41 Graphical Exploitation of the information 3 1 Short

42 24

Grades => 100% 57%