236 Part IV: Moving Your Organization into the Future

 New customer goals

Introduce existing products into a new market.
Introduce new products to new and existing markets.
Anticipate future customer needs through customer feedback.
Expand sales to the global marketplace.
 Current customer goals
Expand sales to existing customers.
Increase customer retention.
Increase customer loyalty.
Cross sell existing products/services to current clients.
Achieve and maintain outstanding customer service.
Develop and use a customer database.
Anticipate future customer needs through customer feedback.

Internal priorities: To satisfy our customers,

in what processes must we excel?
Internal business process goals serve several purposes: Support the cus-
tomer and financial goals; focus on administrative processes that have an
impact on creating customer value and satisfaction; and focus on internal
management activities and operational functions needed to support the prod-
ucts and services. Look at your list of internal priorities for this section. In
Chapter 7, you find all the areas of organization you must look at in order to
succeed. You may glean some additional ideas from that chapter. Here are
some long-term strategic objectives to prioritize your internal goals:

 Acquire enhanced CRM data mining capabilities.

 Improve internal processes.
 Increase efficiencies through the use of wireless or virtual technology.
 Increase community outreach.
 Develop and implement a promotional plan to drive increased business.
 Establish one new strategic alliance annually.
 Improve internal communications.