A Framework to plan, develop and execute Customer Centric Strategy like CRM
The Framework serves as guide to any Customer Centric initiatives like Customer Relationship Management (CRM) aimed in helping organizations to design, develop, build and complement their CRM strategy.
The Customer Knowledge Framework (CKF) aid organizations to build their CRM blueprint thru a methodical approach on identifying key components of the CRM initiative through a more structured thought process.
Each of the CKF elements such as Customer Knowledge Repository (CKR), the Experience Blocks, The Tactics and Innovation Block, Customer Centric Enablers and the Benefits and Measures Layer forms the overall Customers Centric strategy.
The framework as the term goes can be applied to any customer focus endeavour in most business discipline and industries while its main goal is to provide thought process guide in developing and executing CRM strategy.
Figure 1: Customer Knowledge Framework Diagram
Brief Description of the DiagramThe Customer Knowledge Framework (CKF) builds its foundation from Customer Knowledge Repository (CKR) where it contains the aggregation of organizations knowledge that can be structured and unstructured format. The CKR in turn will be used to gain knowledge about the customer and use this to design customer centric initiatives to build long term profitable relationship. Though CKR information may not be limited to Customer information, it may also contain substantial knowledge about the organization's staff and business partners.
CKF heavily promote experience as the key driver to customer relationship therefore any organization can place this as pillars towards their efforts to develop tactics, initiatives and even innovations around customer experience enhancement.
The tactics, initiatives, programs and innovation blocks describes what the organization intends or plans to do to enhance the experience blocks. Consider this as the execution component of the framework.
A very significant part of the framework is the Customer Centric Enablers supporting and enabling the tactics and activities. This provides the inventory of all existing and potential technology and tools that will help organization to simplify, streamline, expedite or enhance the overall delivery of contents/experience to their customers.
The Benefits and Measures Layer provides the incentive on why companies embark on Customer centric activities. The layer also provides the different measure of success including KPIs and Scorecards.
Figure 2: Customer Knowledge Framework (CKF) Elements
SummaryCKF as a comprehensive Framework aids organization to plan, build and execute Customer Centric strategies including Customer Relationship Management.
Enhancing the thought process and promote generation of ideas and innovation are some of the very important contribution of the framework.