Building Your CRM Strategy: A Comprehensive Guide for all businesses

4 April 2023


Customer relationship management (CRM) is an essential tool for any business that aims to maintain strong relationships with its customers. A well-crafted CRM strategy allows you to keep track of customer interactions and data, ensuring that you can nurture and manage customer relationships effectively. However, creating a CRM strategy can be a challenging task, especially if you’re unsure of where to begin. In this article, we’ll guide you through the steps to build your CRM strategy, from understanding your needs to selecting the right CRM solution for your business.

Step 1: Identify Your Current State

To define your business objectives for your CRM strategy, it’s important to start by understanding your current state. What is your current customer relationship management process? What is working well and what needs improvement? You can gather this information by conducting a customer survey or analyzing your existing data.

Step 2: Set SMART Goals

Once you’ve identified your current state, the next step is to set SMART goals. SMART stands for Specific, Measurable, Attainable, Relevant, and Time-bound. For example, your goal could be to increase sales revenue by 20% in the next 6 months by improving customer retention.

Step 3: Prioritize Your Goals

It’s important to prioritize your goals based on their importance and impact on your business. You may have several goals, but it’s important to focus on the most critical ones first. Prioritizing your goals will help you allocate your resources effectively and achieve better results.

Step 4: Define Your Customer Segments

To achieve your business objectives, you need to understand your customers and their needs. Defining your customer segments is an important step in building a successful CRM strategy. You can segment your customers based on their demographics, behavior, interests, and preferences. This will help you create personalized experiences for them and improve customer engagement.

Step 5:  Conduct Market Research

Identify the right target audience, and make efforts to know their pain points and what motivates them to buy your product

Step 6: Use Social Media

Social media platforms are excellent tools for identifying and engaging with your target audience. Use social media analytics tools to monitor conversations and track mentions of your brand. Engage with your followers, answer questions, and respond to feedback to build relationships with your target audience.

Step 7: Create buyer personas

Use the insights you have gathered from your customer base and market research to create detailed buyer personas that represent your target audience. These personas should include information such as age, gender, income, job title, interests, pain points, and buying behavior.

Step 8: Analyze Competitors

Analyze your competitors to identify their target audience and how they’re marketing to them. Look for gaps in the market that your product or service can fill, and differentiate your brand by offering unique value propositions to your target audience.


Step 9: Determining specific Business Objectives based on the above data

Defining your objectives will help you develop the right tools and tactics to achieve them. Here are some questions that can help you clarify your goals:

  • What do you want CRM to do to attain your business goals?
  • How do you want customers to interact with your company?
  • What kind of data do you need for CRM to work effectively?
  • What is the timeline for achieving these objectives?

Answering these questions will help you develop a more targeted approach to your CRM strategy. Keep in mind that your audience may change over time, so it’s important to revisit these questions regularly.

Once you have a clear understanding of your goals, you can develop the right tools and tactics to help you achieve them.

Step 10: Developing the Right CRM Strategies

There are many different CRM strategies that can help you achieve your business goals. Here are a few common approaches:

  • Automating customer interactions through chatbots or email autoresponder services.
  • Using lead scoring and segmentation tools to identify and prioritize leads for follow-up.
  • Implementing automated sales processes.

Step 11: Continuously Monitor and Improve

Finally, it’s important to continuously monitor and improve your CRM strategy. You need to track your progress against your KPIs, analyze customer feedback, and make adjustments to your CRM strategy as needed. This will help you stay competitive and achieve better results over time.


Defining your business objectives and knowing your target audience are a critical step in building a successful CRM strategy. By following these steps, you can create a CRM strategy that is aligned with your business objectives, focuses on your customers, and helps you achieve your goals


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Cliky transforms your workforce strategy by connecting performance management, employee engagement, and enhance your Cliky transforms Mr. Siddhartha Sen Majumdar Commercial Head, SRMB Realedge