For any organisation to obtain real value from Customer Management and realise the promised benefits of their CRM technology investments, a clear understanding of and alignment to the practices involved, is essential.
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CRM is a board imperative – Leaders must understand what it really means, what they are trying to achieve and the role they need to play in breaking down the barriers to good Customer Management practice.
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Middle and Junior Managers need to understand what their areas need to do differently.
Teams require clear and consistent leadership. The CMAT™ Customer Management Game is an engaging and fun approach to educating, motivating and mobilising people at all levels in the organisation to good Customer Management. The game is successful in each of its 3 levels:
For Senior Teams – addressing the high-level aspects senior managers must consider in a participative 2½ - 3 hour team exercise. Ideal for leadership conferences and strategic planning events.
For Functional Teams – focusing on the specific elements of Customer Management that impact on the role of the team (i.e. focusing on the financial aspects with Finance teams and the Customer Service aspects with Customer Service Teams, etc.). For a team event, deployment is impractical, as an alternative on-line/intranet or remote deployment would be possible.
For Junior Levels – a cut down, on-line/intranet version (which can be integrated with a more comprehensive e-learning suite) is used to provide a foundation in what Customer Management means.
Four guiding principles are common to all 3 versions of the game: Participants must accept that the practice is valid – a rationale for each practice is given.
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Participants must accept that the practice is valid – a rationale for each practice is given.
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They must understand ‘the art of the possible’ – achieved with an explanation of what good practice looks like.
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Then, they need to be able to recognise and assess the extent to which the practice is in place – this is the essence of the game.
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Finally, they need to be able to identify what they need to do differently for their organisation to effectively and successfully manage its customers – the output from the game leads them to these conclusions.