Since 1990, customer relationship management software, or CRM’s, has been developed with one main motto; to develop a 360-degree view of customers. The most forward-thinking companies are well on their fourth or fifth generation of a CRM, while others slowly but surely, are getting into the implementation of a solution to manage their customer relationships. Yet it’s clear that there are still possible pitfalls and costs involved and a shortfall that can have serious consequences. Remember that according to Nucleus Research, in 2014, a CRM pays back $8.71 per dollar spent.
Here are some ideas to keep in mind to aide you in maximizing the chances of business success in the implementation of a CRM:
- Define the objectives of the client relationship management and its measurement indicators
For a CRM solution to be successful, it must be part of a business strategy. The goals must be clearly identified and then converted into measurable indicators. A company that would have a goal of shortening the average maturity of its sales cycle could be measured by indicators such as the delay in the of customer service response time.
- Evaluate business processes
The implementation of a CRM solution is an opportunity for companies to review their business processes, to formalize or to rethink and optimize them. This crucial step will help to unravel the sale of products, take orders, billing processes and after-sales services. Having to resort to an external consultant for this type of exercise to highlight the benefits and shortcomings of business processes is often an important asset.
- Involve users in the CRM project
The successful implementation of a CRM requires a successful change for the personnel involved. It is necessary to ensure that the team adheres to the CRM project in order to neutralize the fear of change. Effective internal communication and training are therefore key factors.
- Analyze the technical environment of the company
A CRM is basically a software solution that should be integrated into the technical environment of the company. Its connection with the physical channels (call centers, for example) or not (social media) is the guarantee of information sharing, ultimately allowing the 360-degree view of customers.
Finally, the implementation of a CRM solution is a major project that requires careful planning. Good technique, but also practical support (sales management and marketing) may prove to be valuable assets for a company whose primary business is customer relationships. Whether to advise you in choosing a solution, to participate in the deployment of CRM software or, to assist you in making full use of your CRM solution, Exo B2B is present!
