CMAT™ is the leading CRM assessment approach for organizations that want to understand how well they are managing their customers and to compare this performance to a global benchmark. The CMAT™ Assessment is carried out by trained and accredited assessors who are experienced CRM practitioners within REAP or one of its partner organizations. Based on over 260 questions, covering the whole of the REAP model of Customer Management, the assessment has been carried out in a large number of organizations globally. Each question in the assessment is based on known and demonstrable good practices from the clients of REAP and from accepted industry leaders. A 'scoring based on evidence' approach is taken to answering each question and a broad range of people in a company, from policy makers to operational staff, are interviewed. The approach is specifically designed to identify clear plans, real delivery and an identifiable effect of each of the practices questioned. In this way, the all too common gap between senior management perception of the situation and the 'sharp end' reality, is often identified.
The output of the assessment is a report and board-level presentation that positions the organization against a relevant benchmark of other organizations. It also provides a quartile positioning for each of 31 CRM areas into which the sections of the model of Customer Management are divided. Typically, between 50 and 100 prioritised recommendations are made by the assessor, based on observations made during their interviews.
There is a clear causal link between customer value and business performance. REAP’s research has shown a correlation between customer management and the overall performance of a company.
The CMAT™ benchmarking methodology is a powerful approach to helping you understand exactly where you stand in the area of customer management, and what you need to do to improve your standing. The clear correlation between CMAT™ score and business performance implies that if you improve your CMAT™ 'score', you will improve your business performance.