8.2. Using Strategic Planning Tools
The basic strategic planning process (collecting data, assessing findings, creating a proposal) can be applied to any strategic initiative. Some of the tools we'll be using also are applicable to any strategic planning effort. Others of these tools are specific to a CRM program. And some of the tools are important only for strategic initiatives that include information and technology components. These tools are based on the information systems planning principles outlined by James Martin (and others) more than a decade ago.
The basic strategic planning process that we will follow and the ten tools we'll be using as we follow it are shown in Figure 8-4.
Figure 8-4. Strategic planning process and tools
Now that we've introduced a high-level view of the overall strategic planning process that we'll be using, let's examine how each tool is used each of the process steps.
8.2.1. Tools of the Trade
The tools outlined in Figure 8-4 will help us gather the information needed to answer our three key questions. The data that we collect and the results of our assessment of these data will allow us to create a plan that will form the basis of how we move forward one step at a time. Table 8-1 presents a summary of these tools, explains when they should be used, suggests for what purposes they can be used, and suggests expected results.
| Planning Stage | Tool | Questions | Purpose | Result | ||
|---|---|---|---|---|---|---|
| Where are we going? | Where are we now? | How do we get there? | ||||
| Collect Data | Internal Interviews | X | X | Can we identify the overall current state and future plans? | Know your objectives, goals, opportunities and business issues. | |
| How can we measure internal alignment around company goals? | The chance of success is greatly enhanced by strong congruence. | |||||
| What are the potential project risks? | Be prepared for program risks, and plan how to prevent them. | |||||
| How well does the company know who the customer is and their value? | Understand customers. | |||||
| What is the company's expectation of CRM, and is it reasonable? | Clarify scope; align and adjust expectations. | |||||
| System Inventory | X | Do we understand the current state of CRM information and technology, both current and planned? | Know what you've got; refocus and converge active projects. | |||
| Customer Survey | X | X | What do customers value? What do they like, and what do they find frustrating? | Customer needs are the key input to priorities. | ||
| Competitive Assessment | X | X | How well do customers think we're doing? How well are we doing compared to the competition? | A competitive position is key input to priorities. | ||
| Assess findings | Summarize Findings | X | X | X | Did we present an overview of business strategies, issues and opportunities, current systems, program risks, and our competitive position? | Understand the organization's current and future state; identify areas of congruence and dissonance. |
| Analyze Findings | X | X | X | Have we identified gaps and priorities? What does our Customer Touch Point Matrix show? | Understand strengths, weaknesses, and critical customer issues. | |
| Create Proposal | Recommendations | X | Have we defined the scope of the project? Have we included information, processes, technology and people? | Clearly define what is included in and excluded from the CRM program. | ||
| Have we addressed the issue of governance? How will the work be organized and managed? | Organizational change ensures success of the program. | |||||
| What common concepts have we defined and provided a framework for? Did we include “Customer Experience Maps”? | Develop a common language and context for the program. | |||||
| Plan | X | Have we identified top priorities based on internal and external information? | Identify the starting project and the next two to three planned projects. | |||
| Did we produce a roadmap of when priorities will happen? | Initial projects have been planned, scoped, and timed. | |||||
| Have we uncovered the specific risks that our CRM effort is likely to face? | Be prepared to reduce/ eliminate risks before they actually occur. | |||||
For the balance of this chapter, we will take a detailed look at each of the process steps and the tools that are used to accomplish that step.