Companies CRM Maturity Level

In my previous article about CRM, I mentioned how to start CRM projects, how to start CRM configuration in a company. There are also companies that have been doing CRM for years and have established CRM teams. So, what level is CRM in these companies? How far are there to go in all areas covered by CRM? The easiest way to find answers to these questions is to find a maturity level. Companies that determine the maturity level in any subject can take steps to move to the next level, what investments should be made, and put them on the table easily.

If I talk about maturity levels specific to CRM, we can talk about four maturity levels:

Beginner Level: The customer data warehouse is kept in Excel sheets, we cannot talk about the existence of data analytics, but when needed, we can proceed with simple analysis through Excel, campaigns are organized in offline traditional channels, marketing communications are carried out in traditional channels, there are no customer experience studies, as well as digital transformation studies. CRM structures that are not yet available, technology is not used, and measurement and reporting are done manually, but not regularly.

Intermediate Level: Integrated data, albeit technologically simple, where simple database systems are used, rule-based customer groupings and simple segmentation are made, general campaigns and marketing communications are planned through systemic platforms, manual complaint management is made without data feed, structured data sources are known and integrated. CRM structures where these platforms have a base, campaign and communication platforms, and provide regular, general reporting.

Advanced Level: Ability to offer different personalized experiences where advanced database systems are used, micro customer segmentations and live-time customer segmentations are made, personalized campaigns and communications are planned, all structural and unstructured data sources are known and integrated, integrated customer complaint management and learning from data, CRM structures that technologically make omnichannel campaign and communication management, switch to simple BI reporting and use dashboards.

Level of Expertise: Systems that recognize customers using databases, prediction models and artificial intelligence applications kept in cloud and live environments, plan live-time optimized campaigns and communications with personalization, make personalized hot sales, manage customer complaints and satisfaction in live time, learn instantly from data CRM structures that integrate all data sources of the organization (not only customer-related, inventory management, supply chain, purchasing, etc.) and work as a whole, with live-time and remotely accessible reporting systems spread throughout the organization.

So, what is the CRM structure you are in? What steps should you take to move to the next level? Moving to the next level in CRM means increasing profits and turnover and increasing customer satisfaction at the same time, so I recommend that you evaluate your CRM maturity level now, today.

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