The six most important characteristics of successful CRM projects:

1. Clear customer definition
   Agreement across the organization on who is the company's customer. And who isn't. Clear picture of who current and future customers are. Here, it is important that everyone in the company knows what it is that creates value for customers. Reconciliation of the customer's potential in relation to the company is also included below. (So; who is profitable and who is not)
2. Strategy development
   Alignment between business strategy and customer strategy. Only customers who fit the business strategy must be included in the customer strategy, as this ensures the strategically right customers. Top management must also be part of the CRM initiatives and understand how to communicate strategy to the company
3. Value creation
   It is about creating value for both the customer and the company. Therefore, the customer must be seen as a contributor, so that both customer and company are rewarded.
4. The customer experience across communication channels.
   Have a full overview of which messages are sent out to customers. The company must ensure a detailed overview of the contact between the company and the customer from all touchpoints (sales force, stores, telephone, direct, e-commerce, mobile etc.) The customers will receive coherent messages from, for example, previous inquiries to the company, so the value delivered is relevant.
5. Customer data is collected, shared, stored and used
   Generate valuable knowledge about customers. This requires permission from the customers, so it is important to make it clear why it is important and how the company uses this knowledge to deliver unique customer experiences going forward. Reinforces mutual value creation. Easy accessibility to updated information is important so that employees get a clear picture of the individual customer with accurate and complete information.
6. Performance evaluation
   Evaluate all customer and employee touch points. This is to ensure that all relationships, both internal and external, are focused on mutual value creation.

Basically, CRM is about people – not about the choice of IT system. It is about people both internally in the company, how you train and educate them, what values they have and about delivering value to people outside the company.

It is about the company moving away from a product mentality and switching to a value mentality, where the focal point is not making money by making and selling more products, but where it is about delivering value to customers who therefore makes you want to return.

You should only start considering the IT system when you have a handle on customers, strategy, values, etc. Before you have a handle on it, you really don't know what your needs are.

See more about CRM and the customer-oriented company in Per Østergaard Jacobsen's videos here:

Why do 50% of all CRM projects fail?

Per Østergaard Jacobsen gives his take on that here.

In addition, in the three videos, you will get an introduction to the most important things you need to be aware of when you get started with Customer Relationship Management (CRM). Among other things. it's about knowing your customers, and always being aware that good CRM creates value for both customer and company.

Per Østergaard Jacobsen is a lecturer and author. He also teaches at both CBS and University Center Copenhagen. Østergaard Jacobsen has written several books, and is, among other things, the man behind the CRM handbook.