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CRM Asssessment
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Use this tool to
measure your organization's customer relationship management processes and
practices. Give your organization a
score of 1 - 5 for each of the following statements. Select the value from the drop down list or
enter a value of 1 to 5 from your keyboard.
Leave score blank or select 0 if the statement is not applicable to
your situation. When you have
completed a section, check the box next to the section title to close that
section for ease of viewing, use.
Check the Introduction & Score TAB for your total results &
analysis.
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Scoring
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5 - Strongly Agree
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4 - Agree
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3 - Unsure
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2 - Disagree
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1 - Strongly
Disagree
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0 - Not Applicable
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Customer Acquisition & Lead Management
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Score
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1)
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We have a new customer
acquisition program with clearly defined budgets and forecasts.
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2)
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We have a new customer
acquisition program with clearly defined goals.
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3)
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We have a new customer
acquisition program that delivers appropriate messages and offers to our
target audiences.
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4)
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We regularly review performance
of our lead generation programs in order to determine if we are
successful.
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5)
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We can quickly adapt to changes
in the market that impact our new
customer acquisition efforts.
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6)
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We target our lead generation
efforts based on a well-defined profile of what we know to be our best
customers.
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7)
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We use lead scoring before
placing an inquiry into the CRM system for the sales team to contact.
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8)
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We have an efficient process for
identifying and prioritizing prospects that are most likely to become
profitable customers.
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9)
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Only qualified prospective
customer leads are turned over to our sales team.
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10)
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Our conversion rate (# of new
customers divided by the # of inquiries) has improved year-over-year for the
past three years.
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11)
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We are constantly striving to
lower our new customer acquisition costs.
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12)
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We are spending less to generate a larger
number of new customer inquiries because our conversion rate is increasing
year-over-year.
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13)
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We've lowered the cost to get a
new customer for each for the past three years.
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14)
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We have a new customer referral
program.
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15)
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Our referral program is highly
successfully and produces more than 10% of our new customers annually.
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16)
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We have a process in place for
managing the relationship with prospective customers from the point of
initial contact through their purchase cycle.
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17)
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We have regular ongoing
communications programs with new customer prospects.
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18)
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We make it easy for prospective
customers to get information about our company, products and services, via
our website, telephone, email, and mail.
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19)
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We constantly review our
processes in order to improve and provide greater value to prospective
customers.
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20)
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All inquiries (new customer
prospects) are segmented from our main database until they have been
qualified and confirmed as a real opportunity.
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21)
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All new prospect customer
inquiries are contacted within 24 hours.
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22)
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We believe that all prospective
customers are created equal so our sales team responds to all inquiries as
they arrive at our company.
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23)
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We have a formal process for
working and converting warm and cold leads into qualified customer
prospects.
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24)
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We have identified key data
requirements that allow us to prioritize prospective customers.
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25)
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We have standardized reports
that provide us with timely insight into lead volume, quality of lead,
location in the decision-making process etc.
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26)
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We rescore our prospective
customers every time that new data is captured so we can reprioritize and
respond accordingly.
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27)
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We utilize capacity and lead
flow planning to manage lead flow so that it matches our sales team's
capacity to handle them.
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28)
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We have a process in place that
focuses our sales team on those prospects and leads that, based on the
analysis of available data, are most likely to purchase from our
company.
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29)
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We successfully manage the flow
of leads to sales associates so they don't have too many or too few leads to
work on.
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30)
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We track all leads generated
from all marketing activities (e.g., advertising, events, Internet).
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31)
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We know how much it costs to
acquire a new customer lead.
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32)
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We have established criteria for
ranking new customer inquiries/leads based on factors that determine a
prospective customer's likelihood of making a purchase.
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33)
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We have identified and
understand the typical customer’s decision making process.
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34)
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We have unique marketing
communication processes that are driven by our CRM system which allows us to
deliver the right message to the right individual at the right time via the
right channel.
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35)
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We use the results of customer
satisfaction surveys to develop marketing campaigns and marketing
materials.
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36)
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We constantly test messages,
creative presentation, communication channel and frequency in order to
improve the performance of our customer acquisition and retention
efforts.
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37)
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We constantly test offers in
order to improve the performance of our customer acquisition and retention
efforts.
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38)
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Our sales team is involved in
the development of all new customer acquisition / lead generation
programs.
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39)
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Our sales and customer service
teams have input into the creation of marketing programs and materials (e.g.,
sales brochures, catalogs, website, print advertisements, etc.)
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40)
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Our sales and customer service
teams are thoroughly educated on the full promotional effort before it
runs.
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41)
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Our sales and customer service
management team regularly review sales performance and formally discusses
performance with their staff.
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42)
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Our sales team is happy with the
quality of prospective customer leads that are generated from our promotional
efforts.
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43)
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Our sales team is happy with the
quantity of prospective customer leads that are generated from our
promotional efforts.
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44)
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Our sales team has access to a
knowledge database that provides any type of information while working with
prospective customers - objection handling, competitive selling points,
product information, sales scripts, benefit statements, etc.
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Customer Acquisition & Lead
Management Score
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Questions Answered
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Total Points
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Average Score
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Customer Retention
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Score
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1)
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Our company and processes are
structured around our customers to better serve them.
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2)
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We have a formal process for
evaluating customer service performance that is based on metrics that tie to
our company's objectives.
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3)
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Our company has a formal program
for increasing customer service levels.
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4)
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We have a customer relationship
management strategy to improve service, cut costs, and revitalize
retention.
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5)
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We regularly compare our
customers' needs with our products and services in order to identify
opportunities and threats.
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6)
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We regularly survey our
customers to determine their level of satisfaction with our products and
services.
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7)
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We review and update our
processes on a regular basis to improve efficiency and customer
experiences.
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8)
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We have a formal process for
capturing and disseminating customer feedback so appropriate action can be
taken quickly.
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9)
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We understand and anticipate the
needs of current and potential customers.
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10)
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We have a customer advisory
board that provides us with valuable insight into their perception of our
efforts to deliver value.
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11)
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We use customer advisory panels
to help in new product and services development.
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12)
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We have a formal training
program for all departments and staff that interact with customers and
prospects to ensure consistent levels of service.
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13)
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We have regular ongoing
communications programs with our customers.
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14)
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All customer inquiries are
typically responded to within one business day.
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15)
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We offer after business hours
and weekend support to our customers.
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16)
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We provide fast, easy access to
accurate and relevant information to all customers via the Internet.
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17)
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We use online chat to provide
customers with immediate service.
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18)
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We use social media to
communicate critical information and offer timely service and support to our
customers (e.g., Facebook, Google+, LinkedIn, Twitter, MySpace).
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19)
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Our company has on-line self services
available for customers (e.g., product knowledgebase, technical support, pay
bills, etc.).
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20)
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We provide our customers with a
primary contact within our company that is responsible for ensuring the
customer's satisfaction.
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21)
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Our customer service team has
the authority to resolve customer problems and service issues.
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22)
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We have a process in place aimed
at welcoming new customers.
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23)
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We know that our new customer
program increases their satisfaction and retention.
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24)
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We constantly monitor customer
activity in order to identify early warning signs of possible dissatisfaction
and defection.
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25)
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We have a proactive customer
retention effort that utilizes key data indicators and predictive models that
identify those most likely to become inactive or defect.
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26)
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We have developed successful
strategies and programs that have reduced the number of inactive customers
and customer defections.
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27)
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We have a clear definition of
"lost" customers that is universally understood and accepted across
the company.
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28)
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We know why we lose
customers.
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29)
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We have a process in place for
winning back former customers.
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30)
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We have a process in place that
allows us to "win back" potential defectors.
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31)
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We use the results of customer
satisfaction surveys to develop marketing campaigns and marketing
materials.
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32)
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We utilize models to project a
customer's likelihood of becoming inactive or defecting.
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33)
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We have a program that
identifies good customers and invites them to participate in special customer
loyalty programs.
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34)
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We have identified customers
that are 'unprofitable' and / or 'underperforming' and developed plans and
programs designed them profitable good customers.
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35)
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We measure the profitability of
individual customers.
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36)
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We know which of our customers
are profitable.
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37)
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We have a program in place that
motivates customers to purchase additional products and services.
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Customer Retention Score
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Questions Answered
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Total Points
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Average Score
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CRM Database Management
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Score
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1)
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We have a centralized database
for capturing new customer prospect data.
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2)
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We track all leads generated
from all marketing activities (e.g., advertising, events, Internet).
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3)
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We track all new customers by
marketing activities.
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4)
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We use lead scoring before
placing an inquiry into the CRM system for the sales team to contact.
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5)
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We use information gathered
about our best customers to target new customer acquisition efforts.
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6)
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We have a centralized database
that captures all information about customers, our interactions with them and
their interactions with our company from initial inquiry through purchase and
ongoing relationship.
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7)
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We collect customer transaction,
service, demographic, lifestyle, and psychographic information from internal
and external sources and use this information to retain and service existing
customers.
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8)
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We use the data collected on
existing customers to acquire new customers.
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9)
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We use this information when
communicating with customers through all communication channels including
sales, customer services, web sites, marketing collateral.
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10)
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We have a process in place that
documents all interactions between the customers and the company in a
centralized database.
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11)
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Management and staff within our
company who come into to contact with customers can access a complete picture
of customers so that they can make informed decisions and deliver a better
customer experience.
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12)
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We seamlessly share data about
our customers between all departments that have some interaction with the
customers.
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13)
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All formal contact with the
customer is captured in our centralized database so we have a complete
history to draw upon when serving the customer.
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14)
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We require all outside agencies
or vendors who may have interactions with our new customer inquiries or leads
to follow established new customer acquisition processes and capture all
interactions in our company's centralized database.
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15)
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We purchase customer demographic
and psychographic data and append it to our central database in order to
enhance our knowledge of the customer and improve our lead generation,
management and retention efforts.
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16)
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We have calculated the life time
value (customer lifetime value (CLV)) of our average customer.
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17)
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We constantly analyze customer
behavior in order to identify opportunities and/or threats.
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18)
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We are currently using a CRM
solution to manage our customer relationships.
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19)
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We are thoroughly satisfied with
the CRM database solution that we are using.
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CRM Database Management Score
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Questions Answered
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Total Points
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Average Score
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All Rights Reserved.
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