VIDEO: What's Your Roadmap for Multi-Year Customer Strategy Growth?
ISM Inc. president Barton Goldenberg explains why it's important to take the long view when developing a customer engagement strategy in this clip from CRM evolution 2018.
You can watch Barton Goldenberg's complete two-part Executive Bootcamp, Engaged Customer Strategy: Your Roadmap to Success to 2030 and The Central Role of CRM in an Engaged Customer Service Strategy, in the CRM evolution Conference video portal. Learn more about CRM evolution here.
Read the complete transcript from this clip:
Barton Goldenberg: I'm a strategy guy. I started ISM as a strategy company. I have to get the big picture right. I can't jump in and do this particular piece of technology or go through this process in or do something different. That doesn't work for me. I need the big picture, I need the roadmap, I need to know where I'm headed. Then I can bite off the elephant in bite-sized chunks.
It's my observation that great companies get the big picture right. They do some type of an assessment of where they are, and then they try to create a multi-year roadmap. This doesn't happen overnight. Let's create some type of a multi-year road map that we can then begin to decipher what can happen first, what should happen second, et cetera. Does that make sense to everybody?
I also think it's important that you prioritize your road map based on your ability to achieve results. Every company has a corporate culture and everybody has an ability to implement with excellence or not excellence, and everybody has a bias towards moving quickly or moving slowly. Utilizing processes effectively, not using processes effectively--everybody has their own environment in which they work, so it's wrong to think one roadmap fits all.
You get the multi-year road map and then you figure out where you can really be successful. There is an end game, and that is customer acquisition, retention, and growth. We can never take our eye off that goal.
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