There are various phases to consider when focusing on a business strategy for customer relationship management (CRM). An initial phase is creating a vision of a better future with a customer-centric strategy fully implemented and supported by CRM technology.

This phase establishes a shared vision of the future of performance-driven CRM in the organization among the organization’s senior stakeholders and starts the process of communicating that vision to those who will be affected by the change. 

This CRM vision should help organizations understand the following:

Which customers should we target?
• All customers do not have the same current and potential value.
• Not all customers value a complex relationship.
• What characteristics will help us segment our prospects and customer accounts for more effective metrics?

 …