Organize for Relationship Management

How to ...
(for existing clients)

Remove the stigma from marketing

Build client relationships

Organize for relationship mgmt.

Receive client feedback

Manage the CRM program

Ā
Ā How to ...
Ā Ā(for new clients)

Treat marketing like a project

Identify distinctive features

Turn features into benefits

Illustrate each feature's benefit

Write "Golden Questions"

Organize a client consultation

... organize for Client Relationship Management.

Convene a marketing team if you do not already have one. Select a client loyalty leader and participants for the program who will be CRMsĀ for key client contacts. Senior staff should be included to secure their buy-in to the program and to demonstrate to others that this is an important function for the firm, but the emphasis should be on mid-level and junior staff who are not traditionally involved in marketing -- that's where the payoff will be.

Introduce the CRM responsibilities (See Building Client Relationships.) Develop a client relationship map for each client organization that includes paired boxes like this:

Start by drawing maps of current client organizations where you know and have worked for one unit and could work for others, but have not.Ā (Introducing the firm to prospective clients is another activity. See "Winning New Clients.")

These maps will reflect, but not mimic, the client's organization chart.Ā Their charts seek to account for each person or responsibility.Ā Client maps show the people who influence the selection of firms like yours.

At the meeting, discuss each client and review the work you have done for them.Ā Make assignments for every participant to serve as a CRM for one or more Key Contacts.

... organize for Client Relationship Management.

Introduce the CRM responsibilities (See Building Client Relationships.) Develop a client relationship map for each client organization that includes paired boxes like this:

At the meeting, discuss each client and review the work you have done for them.Ā Make assignments for every participant to serve as a CRM for one or more Key Contacts.