How CRM Implementation Will Galvanize Your Business
The competitiveness has burned into our nature, so the desire to be successful and profitable became a constant of the average business owner. In the search for tools to improve the ROI and KPI of the company, vendors often find such phrases as “360-degree view” or “a complete customer portfolio” that praise the CRM technology. Also, there appear messages that state the discouraging CRM implementation failure rate - 70%. This inconsistency holds business owners from technology adoption and, therefore, from company advancement.
For dispelling all the myths and misconceptions, let’s figure out what is CRM system and how to avoid the most spread mistakes during the adoption process.
Outline the Notion of CRM
Generally, a customer relationship management system is a blend of tools, business strategy, and intelligence that helps to collect and maintain clients data and facilitate the customer-facing processes. In fact, this technology embraces the 3 layers:
- Engagement that consists of email correspondence, newsletters, social media interaction.
- Analytics which helps to divide customers into segments and get detailed reports for more effective marketing and sales management.
- Operational deals with processes automation, customer billing, and other financial questions.
CRM Implementation: What It Really Is?
The desire to get fast and high results with CRM adoption, as a rule, plays a tricky game with business and brings failure in technology and people alignment, and big costs. For succeeding in this nasty task, you should complete the 3 key stages:
Stage 1. The process of CRM implementation should start with a definition of specifically your vision of business upgrading. Apart from characterizing the weak areas that need improvement, you have to evaluate the business scalability and potential of your team. That will leave room for business growth excluding the need for the fast CRM system change.
Stage 2. The next step is to establish your CRM strategy. This aspect has a multiple characters as long as you need to develop database cleansing process, employee training sessions, define the number of integrations you require and select the mode of CRM migration process.
Stage 3. Roadmap of you implementation has to be clearly described for stakeholders and documented. It includes
- the procedure of CRM data import,
- checking out the correctness of data at a destination CRM,
- setting up business processes flows,
- integration with back-office systems and third-party plugins, and
- distribution of access permissions and on-demand consultancy of end-users.
Working out of these stages carefully will help you to avoid failures in CRM implementation and lasting business disruptions.
7 Secrets of Change Management
As long as CRM is much more than a mere tool, you should also develop a strong alignment of technology, processes, and people. The change management will help your team in the adoption of CRM and faster coping with a new type of daily business flow. There are 7 simple rules for engaging your staff to use CRM and seeing the results of their work in shorter perspective.
#1 Include each employee - from up to bottom. Create a team that will help others to deal with the issues. Take one expert of each department and make sure that these “coaches” understand their roles and ready to work.
#2 Set up focus. In the process of CRM implementation planning, you need to define the main 3-5 focal points that should get more attention.
#3 Communication as the key to success. You need to run a weekly meeting to be sure that your team is on the same page with you, and know what’s going on in the company.
#4 Quick Wins. You may plan a set of interim goals achieving of which encourages your team work better.
#5 Run reports. Start your business intelligence with recording every task and its result. This activity will help you to prioritize the issues and outcomes.
#6 Establish rules for the database. Clean and consistent data is hard to achieve so if you get ready for CRM switch, create specific requirements for records update and entry.
#7 Find your administrator. To run effective business in CRM requires a great, professional administration. Make sure that you have a CRM administrator with developed skills.
In a Nutshell
CRM technology is an innovative approach to business running and customer relationships establishing. Thus, it requires 3 Ps: planning, preparation, and practicing - for acquiring the desired result.
P.S. Want to figure out more about the efficiency of CRM adoption, this free ebook “Make CRM Investments Foolproof. Best Strategies for ROI Increase” will come you in handy!