CRM Transformation Definition:  CRM Transformation is a foundational change encompassing the re-envisioning of customer-centricity in the digital age, rethinking the customer operating model, restructuring the sales and service organizations, re-engineering of the core customer-centric processes, additions and enhancements to CRM capabilities, and very often the re-platforming of the CRM systems.

CRM Capabilities Impacted by the Transformation:

CRM transformation impacts one or more of the following CRM business capabilities.

  • Contact Management
  • Opportunity Management
  • Lead Management
  • Campaign Management
  • Customer Management
  • Help Desk/Service Management
  • Sales Force Management
  • Territory Management
  • Sales Forecasting

The scope of the CRM Transformation:

CRM transformation encompasses several of the following areas, typically accomplished in concert, and detailed in a CRM Transformation Roadmap, to leapfrog the customer relationship management function to the next level.

CRM Transformation Definition and Scope

  • Customer Strategy
  • CRM Operating Model
  • CRM Capabilities
  • CRM Structure and People
  • CRM Processes
  • Customer Self Service
  • CRM Technology Platforms
  • CRM Data
  • Governance and Controls


CRM Transformation Process:

An outline of the CRM Transformation Process:


CRM Transformation Process

CRM Transformation Process

Alternative Names:

Customer Relationship Management Transformation, Customer Transformation, Sales and Service Transformation

Additional Information and Links for CRM Transformation:

CRM Capabilities help guide CRM transformation - The emergence of social, mobile, cloud and analytics are the drivers for a customer-centric digital transformation of the customer relationship… ...Read More
Transforming Customer Experience – 9 Steps to Success - Transforming customer experience is the nirvana and holy grail of digital transformation. While it is easy to want to optimize… ...Read More
CRM Digital Revolution: How Digital is transforming CRM - CRM Digital Revolution and Transformation is an exciting development for most enterprises but could prove to be a scary experience… ...Read More


CRM Transformation Tools and Templates:

  • CRM Transformation Change Management Plan CRM Transformation Change Management Plan is a set of two customizable deliverables outlining the concepts of change management and a specific CRM-focused change management plan.  The CRM Change management plan contains specific action plans required to implement change management plan...
  • CRM Transformation Toolkit

    Customer Relationship Transformation Toolkit Consultancy Edition

    Customer Relationship Transformation Toolkit Consultancy Edition is a comprehensive and in-depth set of deliverables which can be can be used by any enterprise embarking on a CRM transformation, and customize to their unique needs. What do I get in a Customer Relationship Transformation Toolkit? CIO...
  • CRM Capabilities Model

    CRM Capabilities Model: A matrix of customer relationship capabilities

    CRM Capabilities Model: CRM (Customer Relationship Management) capabilities framework is a comprehensive, industry-agnostic, multi-purpose Customer Relationship Management functional area business capability model. The CRM business capabilities model spans all critical areas of CRM and is a hierarch...
  • CRM Transformation Strategy and Roadmap

    CRM Transformation Strategy and Roadmap is a proforma deliverable which companies can customize to their needs. CRM (Customer Relationship Management) transformation has become a strategic imperative for many businesses, based in part due to changing customer preferences and expectations, as well as...
  • CRM Business Requirements

    CRM Business Requirements

    CIOPages CRM Business Requirements are a comprehensive and industry-agnostic list of requirements for enterprise CRM transformation projects.  The CRM transformation project teams can use the CRM business requirements as a starting point and rapidly customize to reflect the unique needs of the ente...