Don’t set it and forget it with CRM

While ‘set it and forget it’ works for the Ronco Showtime Rotisserie BBQ, it shouldn’t be the mantra for your CRM program.

Regardless of the objective – acquisition, conversion, or retention – all too often expensive, quickly assembled CRM programs are developed during the prelaunch phase never to be independently evaluated after launch. These initiatives are costly even when done well, but even more expensive when done poorly. Periodically examining the framework for your CRM is plain prudent.

Do you have the right content? Do the communication touch points coincide with known hurdles related to use of your brand? Not asking these types of questions means that you believe nothing about the condition, market, competitive set, or your brand has changed since it was gestated. We’re not too sure how many markets like that are left.