Who Is The Customer in Your CRM? (Podcast)

Recently I was invited to make my second appearance on the CRM Rocks podcast series, hosted by Markus Erlandsson. The first episode we did back in fall last year was focused on “what’s new in Microsoft Dynamics CRM 2013”, which was certainly a timely topic back then. This time we decided to discuss on a theme that was less focused on the CRM application functionality or a specific version of it. On our agenda was the question “who is the customer”?

It might seem like not such a complex question to answer at first. After all, if we are deploying or developing solutions for customer relationship management then surely there must be a clear understanding of what exactly we need to be managing with the system, right? Well, as with most things related to designing a CRM solution, there isn’t a single right answer, but there are many good questions instead! To help anyone who’s starting their journey towards implementing a CRM system for their company and wondering what questions should be asked from the business and process owners, I’ve listed some of these topics into the following presentation available on SlideShare:

Our discussion in the podcast covers five major aspects of the CRM solution design fundamentals:

• Who is your customer?
• B2B customer modelling
• Segmenting your customers
• The role of non-customers in CRM
• Why Social CRM is the new CRM

While some of the podcast content is of course specific to the application platform that I have the most experience of working with (can you guess which one?), I hope and believe that much of the guidance would also apply to any modern CRM system you might be deploying. So, please have a look at the slides above, and if you feel like the contents is relevant to the business problems that you hope to solve with customer relationship management technology, proceed to listening to the full CRM Rocks podcast.