7 Steps to CRM Success
A dedicated CRM system can make huge improvements in the
efficiency with which a company is able to manage and
organize all their customer related information. CRM software helps
keep tabs on all information related to leads, customers, partners
and competitors. It greatly decreases the possibility for a company
to overlook important details and miscalculate outcomes.
Every organization has its individual business processes
and strategies, the CRM system should be customized to
match existing and future requirements - an out-of-box
solution can lack scalability and hamper user
adoption.
Successful CRM implementations ensure users have secure
access to create, view and edit all relevant records
around-the-clock from any location through web-enabled
devices. They enable organizations to focus their
energies and money on the demographics most likely to respond
to campaigns and ensure optimum lead
conversions.
CRM Adoption
CRM adoption is a conjunctive effort between CRMnext and all
stakeholders, understanding the roles, products and unique
requirements of all stakeholders is vital.
User adoption is a
vital factor
Like the proverb - 'you can lead a horse to water but
you can't make it drink', members of the sales team are not
likely to enter their records on the CRM software. They are
usually weary of allowing visibility for the details of
their leads or accounts and therefore the most difficult to
convince. Also, some perceive they are wasting time
on replicating non-core activities by adding information to
the CRM that is already on their personal portable
device.
If all CRM users are not convinced to update the CRM
system it will lead to a failed implementation - there will
be inadequate customer information for generating business
intelligence and improving customer experience. Make
it clear to all stakeholders that the CRM is for everybody's
benefit and not a policing tool to maximize the
organization's profits. Clear pipeline visibility, enhanced
collaborations and real-time customer information are
appreciated by all employees. Also, knowing data is secure,
yet accessible from any web-enabled device is
beneficial for all customer-facing teams and top
management.
The Seven Steps to CRM Success
Communicate the vision of CRM
The CRM vision dictates what should be done to generate a unique
CRM experience and be deeply engraved in the culture of delivering
it at all touch points, consistently. Communicating the vision of
CRM effectively, hence, ensures that everyone know the value
derived from CRM solution. Organizations must use multiple channels
to ensure this message is clearly understood. The consistent flow
of information also ensures this for new members in the
organization. CRM solutions are efficiency tools instead of
'monitoring' tool. Management team must consistently drive the
communication instead of individual teams.
Create a 'Core Team'
Members from across functional roles should share inputs from
all customer touch points and customer facing teams. To ensure user
friendliness and real-time data, different roles will be required
to guarantee coordination, integration and data migration for a
'true' customer view. Enlisting the correct person from each
functional role will ensure accountability and accuracy of relevant
information.
Most experienced consultants recommend the Core Team should
consist of six members. Electing a member of the top management as
part of the core team will ensure the correct business goals are
incorporated and encourage others to contribute their opinions.
Field level staff who will be using the CRM need to be represented,
this will assist in creating user friendly interfaces to capture
all relevant customer information. Inputs related to
inter-departmental coordination, mandatory information and
reporting requirements from middle and senior level management will
ensure credibility for customer information, dashboards and
analytics.
Configure the system correctly
Involve all stakeholders in the requirement study and keep them
in the loop for related decisions and configurations.Identify "CRM
captains" in every department to collate information and do not
ignore their feedback. An information overload should be avoided
initially, 'phantom strategies' will lead to inefficienct use of
productive time.
What works for the top management is not always relevant for
other users and should be incorporated after careful thought.
Interfaces with terminology that is not understood by various users
will lead to low user adoption. Also, interfaces that are time
consuming to upload or access information will frustrate users and
customers put on hold.
Understand the stakeholders' motivations
Clearly explain the benefits of the CRM implementation in
relation to each role and specific teams. Motivated users are more
prone to using the system than those who are forced.
CRM adoption benefits
for sales
The sales team can be convinced to adopt the CRM by
demonstrating how it will allow more time for core activities and
integrate information from multiple systems to reduce paper
work.
Benefits of uploading
accurate information
Explaining the "Give to Get" philosophy explained above will
ensure clarity for the purpose of implementing a new CRM
system.
Identify 'Smart Automation' hooks
Ensuring customer information can be accessed on a single
interface without navigating between multiple systems will ensure
higher user adoption. Integrate all systems that are used regularly
to create or update customer information. Providing a single
interface for multiple sytems with real-time data will allow more
time for users to build rapport with customers and improve customer
experience.
Smart automation
through CRM
The less time that is spent on accessing other systems, the more
that can be effectively used for adding beneficial customer
details.
CRM has a maturity roadmap
Understand clearly where you are in the CRM evolution cycle and
progress step-by-step. There are typically four stages in ascending
order - plan, enforce, evolve and enrich.
Keep the excitement alive
Set fortnightly "CRM Days", when everyone will focus on updates.
Additionally, create "CRM Best Practitioner" awards
and incentive programs for teams.