Customer Relationship Management

Assessment
In the new customer-driven economy, the customer wields considerable power in the form of comparative
shopping information and choice. To survive in this environment, a business must meet demands not only
for products and services but also for a rewarding customer service experience. No customer relationship
management (CRM) software can create superior customer relationships. That is the job of everyone who
touches a customer.

KPMG can help you analyze your customers experience and their willingness to provide
repeat business. Our Customer Relationship Management Assessment uses proprietary tools
that help our professionals assess your companys performance at each customer touch point.
We can help you identify and assess process risks and inefficiencies that could prevent you
from acquiring, retaining, and servicing the most profitable customers.
KPMGs Approach

A comprehensive understanding of strategic and tactical processes is critical to successful CRM.

We analyze your companys CRM portfolio, which encompasses processes, objectives, key performance indicators, systems, and organizational infrastructure. This includes detailed reviews
of areas such as data analytics, brand and image, customer segmentation, marketing activities,
sales delivery, customer service delivery, information management, financial management, and
human resources. Collaborating with your team, we can evaluate CRM risk exposure by understanding the magnitude and likelihood of risk affecting your CRM processes.
Assessment Activities

KPMG looks at the entire customer experience and how it can be transformed through a continuous learning cycle of relationship management. We evaluate each of the five key CRM
processes, described below and their subcomponents, assess their dependence on information
technology, and help identify performance improvement opportunities. Input from our industryexperienced professionals, as well as the use of our proprietary toolkit for collecting and
analyzing data, provides the type of insight that is critical to an effective CRM program.
KEY CRM PROCESSES

Customer Data Analytics

Marketing Effectiveness

Sales Effectiveness

Customer Service Effectiveness

Organizational Effectiveness

Data gathering
Customer profiling and
segmentation
Adapting programs and
services

Market research
Campaign management
Brand loyalty promotion

Transformation of
contact center
Field service
Knowledge management

Change management
Organizational workflow
Training

Opportunity management
Channel management
Sales compensation
Partner relationship
management

Operations Risk Management

Potential Benefits

Operational Improvements

Our recommendations can help promote benefits in the

following areas:
Enhanced loyalty programs that are designed to help your
company increase customer life cycle profitability through
influencing acquisition, attrition, spending per customer,
and improved margins.
Contact center improvement that can help your company
organize your contact centers in a cost-conscious, yet
effective design based on industry-tested better practices.
Precision marketing that can help your company dynamically predict value over the expected life of a customer
relationship.
Sales force effectiveness that can help your company determine how account personnel organize client relationship
data, prioritize sales opportunities, identify cross-selling
opportunities, and leverage remote sales channels. Sales
force effectiveness can result in high-margin revenue
improvement without a net cost increase.

Improved call handling tools and processes

Improved customer knowledge and service
Reduced handling time
Increased percentage of inquiries handled by contact centers
More effective sales-lead generation and face time with
customers

Enhanced Revenue

Focused sales force efforts on high-value customers

Realized opportunities to cross-sell and up-sell
Increased effectiveness of marketing efforts
Improved customer purchase decision support

Reduced Costs

Reduced sales and marketing costs

Reduced customer defections
Reduced cost of service through automation e-enabling
Better use of existing infrastructure

W H O N E E D S A C R M AS S E S S M E N T ?

Contact

A CRM assessment can help companies that:

For further information on KPMGs Customer Relationship

Management Assessment, please contact:

Experience a failed or disappointing CRM software

implementation

Experience unexpected costs or lost customer relationships

through a breakdown of processes

Are historically unsuccessful at leveraging business

intelligence and content management

Once our assessment is completed, organizations can begin to

implement changes to address the threats of poor performance. Benefits of these changes may include the following.
Enhanced Customer Experience

Increased customer satisfaction and retention

Enhanced customer relationships
Differentiated and consistent customer care
Increased percentage of inquiries resolved at first contact

John Rittenhouse
San Francisco, CA
415-438-7017
jrittenhouse@kpmg.com

2003 KPMG LLP, the U.S. member firm of KPMG International, a Swiss cooperative. All rights reserved. Printed in the U.S.A. 03-10-18A