CCDirector™ Case Study: CRM Program

The client profile below shows the holistic capabilities that a business-to-consumer organization determined were key to the success of their planned CRM program.  As the CCDirector™ profile suggests, this is essentially a product-centric (1st Base) company with some 2nd and 3rd Base elements within Enterprise Management, indicating a level of intent to become more customer-centric. The CRM program was designed and proposed by the Chief Technical Officer and agreed by the Executive Management Team (EMT).  

Before the investment was approved, the capability model was designed and data collected.  The current capability profile was then presented to the EMT who discussed the results and their implications for the business for over an hour without interruption. It was the first time they had seen this kind of data which showed the impact of the way they collectively managed the business. They then understood why the CTO was proposing the CRM investment.

However when the proposed new capabilities were added, it showed that the IT components would move to 3rd Base, creating inconsistencies with many of the marketing processes and the customer operations, preventing a return on the CRM investment.  In this particular example, the company used the CCDirector™ gap analysis to de-scope the CRM program to reflect a 2nd Base organization, saving $millions in capital but also initiated a parallel project to deploy all the 2nd Base capabilities in marketing, customer operations, culture and, most importantly of all, the Enterprise Management.