Introduction to the CGE&Y CRM Index Study

1. State of CRM Case for Change CRM Index Index Peer Results Roadmap to Success
FSI
Introduction to the
CRM Index

2. State of CRM Case for Change CRM Index Index Peer Results Roadmap to Success
FSI
The Value of the CRM Index
What is the CRM Index?
It is an ongoing barometer of CRM capabilities in the
marketplace – from strategy to implementation – allowing
for industry-specific and best-in-class comparisons.
Why did CGEY create the CRM Index?
The CRM Index fills an analytical gap in the marketplace
by providing a more holistic, data-driven CRM
capabilities benchmark than what is readily available
tHodoawy .did we do it?
CGEY engaged Gartner Group during Summer/Fall 2000
to administer a telephone survey to obtain more than 300
marketing, sales and customer service CRM perspectives.
CGEY then established an interpretive scoring method.

3. State of CRM Case for Change CRM Index Index Peer Results Roadmap to Success
FSI
The Value of the CRM Index
Who was involved?
Marketing, sales and customer service executives
from the following industries:
•Financial services
•Telecommunications
•Entertainment
•Hospitality
•High tech
•Utilities
•Energy
•Consumer Products
•Retail .

4. State of CRM Case for Change CRM Index Index Peer Results Roadmap to Success
FSI
Two Dimensions in the CRM Equation
Each dimension has three stages of progression toward CRM.
Mindset Connectivity
Strategy and Customer
Philosophy
Process and
Infrastructure
Relationship-Focused
The value we give is the value we get.
Customer-Focused
A happy customer is a loyal customer.
Market-Focused
All customers created equal.
Integrated
Our CRM is integrated and enterprise-wide.
Departmental
We have CRM mastery, in silos.
Unconnected
Is CRM more than another fad?

5. State of CRM Case for Change CRM Index Index Peer Results Roadmap to Success
FSI Mindset Meets Connectivity
Where Do You Belong?
Connectivity
Mindset
0 0.33 0.66 1
1
Relationship
focused
0.66
Customer
focused
0.33
Market
focused
0
Unconnected Departmental Integrated
n=250 Mindset Connectivity
Average 0.40 0.42
Median 0.40 0.41
MAX 0.79 0.74
MIN 0.13 0.11
•Results based on the CGEY CRM
Index, administered by Gartner,
September 2000
•Based on a quota sample, by
industry, of D&B companies with
1999 annual revenues over $1 billion
•Respondents, n=250
Relationship
Managers
4%
Relationship
Optimizers
5%
Pleasant
Transactors
4%
Customer
Satisfiers
66%
Customer
Connectors
1%
Basic
Transactors
18%
Basic
Connectors
1%
Relationship
Builders
0%
Enterprise
Connectors
0%
EDIT -The corrected scatterplot with .35/.65 gridlines will be
shown.

6. State of CRM Case for Change CRM Index Index Peer Results Roadmap to Success
FSI Mindset Meets Connectivity
Where Do You Belong?
Connectivity
Mindset
0 0.33 0.66 1
1
Relationship
focused
0.66
Customer
focused
0.33
Market
focused
0
Unconnected Departmental Integrated
n=250 Mindset Connectivity
Average 0.40 0.42
Median 0.40 0.41
MAX 0.79 0.74
MIN 0.13 0.11
•Results based on the CGEY CRM
Index, administered by Gartner,
September 2000
•Based on a quota sample, by
industry, of D&B companies with
1999 annual revenues over $1 billion
•Respondents, n=250
Relationship
Managers
4%
Relationship
Optimizers
5%
Pleasant
Transactors
4%
Customer
Satisfiers
66%
Customer
Connectors
1%
Basic
Transactors
18%
Basic
Connectors
1%
Relationship
Builders
0%
Enterprise
Connectors
0%
EDIT -The corrected scatterplot with .35/.65 gridlines will be
shown.