Creating a customer affairs unit or CRM unit in companies and organizations requires the following steps:
1- CRM strategy design (customer communication strategies)
2- Determining the organizational position of the customer affairs unit or CRM and related units such as the customer contact center (in the form of independent management, independent administration or project team)
3- Designing CRM processes (customer communication processes, request management, satisfaction, complaints, customer experience and loyalty, etc.)
4- Determining the annual plan and budget of the CRM unit (operational planning of the customer affairs unit)
5- Determining the job description, duties and responsibilities of CRM or customer affairs personnel
6- Determining the job conditions of the unit’s personnel
7- Evaluation and recruitment of CRM personnel
8- Designing and implementing a suitable training program to improve the organizational culture in the field of customer affairs management at both general and specialized levels for employees stationed or not stationed in the CRM and customer affairs unit.
9- Selection, purchase and implementation of technology infrastructure
10- Improving and integrating communication channels with customers
11- Selection, purchase and implementation of technology infrastructure
12- Implementation of customer communication processes and workflows in the context of software infrastructure in the queue and headquarters and in all communication channels.
13- Leadership and management of the CRM unit
Our experience in recent years shows that one of the effective factors in the failure of customer projects (CRM and CEM) is the lack of familiarity of organizations with the way of setting up customer affairs units, as well as the job structure and job description of the forces involved in customer affairs. Organizations constantly face the following questions:
A- Where is the position of the CRM unit in our organization? Should an independent unit be formed for CRM? Is it necessary to create a CRM unit in the organization to implement CRM? Should CRM be formed under the marketing unit? Should it be under the supervision of the CEO? Or be designed in the after-sales service unit?
B- What are the duties of the CRM unit? What positions should be defined in the CRM unit? What roles in the organization are in charge of CRM implementation? What is the job description of organizational positions in customer affairs?
After answering the above questions, the important issue is to recognize and attract expert forces in the field of customer affairs, which is also very exhausting to deal with this challenge.
The customer relationship management room can help you as a consultant or executive in all the above steps. Also, in CRMROOM, we have been able to identify a huge group of experts in the field of customers through the implementation of many projects in different companies and also by holding many training courses during the last 15 years. Therefore, in the process of designing the CRM executive organization and selecting personnel, we can bring you to the desired result as quickly as possible.
