The Six Step Implementation of a Successful CRM
If you are planning to implement CRM into your organization’s infrastructure, there is a good news and a bad news. Starting with the good news, implanting a CRM is not rocket science. The bad news is since its not rocket science, there aren’t any hard and fast rule that guarantee success.
The implementation strategy may vary from organization to organization. Yet, a rough sketch to start with is always a safe idea.
While there is a plethora of implementation strategies hailed by numerous CRM experts, there are six core steps that are absolute essential. So, no matter your company’s size, industry, or requirements, make sure your implementation strategy involves the following six steps.
Data collection is perhaps the major function of even the earliest Customer Relationship Management Systems. Every CRM must be able to collect data and for that data, you need to make sure there is a proper channel from where you can extract information related to the customers. For most businesses, this data comes from their business websites or offline channels such as offers that involve surveys and forms. However, before you implement the CRM, make sure you have a data collection channel.
The data collected is used as information that identifies and distinguishes your customers. This is highly valuable information and must be properly stored in a centralized location. There are a number of catches when it comes to storing information. A successfully implemented CRM must ensure that the stored information is instantly updated when required, and the updated information is easily accessible for all the users.
Speaking of access, it is crucial to ensure that the information is accessible from one unified source that is dynamically updated. One critical aspect of this stage is to make sure the information is accessible in the most useful and relevant format. Hindered access to the information can actually kill the whole purpose of the system.
Okay, so the information is extracted, stored, and accessible, what good will it do to your organization? While the information may not be very useful itself, it is the way your CRM analyzes it to extract more specific statistical information. A CRM must be able to use data mining techniques and algorithm to extract patterns and statistical data that define customer behavior and its changing patterns. This is the information that can be used by your sales and marketing department in order to create more relevant campaigns, offers, and proposals.
Campaigns, offers and, proposals! These are all marketing strategies used to derive sales. The patterns and data obtained through analysis helps a company identify the most influential target market that enables the highest percentage of revenue for your business. Make sure you use that information to create a marketing strategy that specifically targets, and occasionally rewards, the influencers.
Focusing on the customers that derive most sales doesn’t mean you should overlook those who don’t. The second most important target market for your business is one that is not satisfied with your product/service. These complaining customers can take up a lot of time and resources. Make sure the CRM is able to identify complains and problems in order to troubleshoot and resolve them as soon as possible.