Deploying a customer relationship management (CRM) solution is not a simple matter. Customer relationship management is a complex set of business processes touching nearly every area of your organization. If implementing a solution to support these processes were easy, there wouldn’t be nearly as many failed projects as there have been in recent years.
However, with CRM in place, you can enhance customer experience, strengthen sales effectiveness and customer service and benefit from improved productivity and customer satisfaction.
Modern CRM offers a more efficient way to manage sales, marketing and customer services. With customer-centric processes supported by CRM, users can gain greater visibility into interactions and transactions across the customer journey. This, in turn, strengthens customer relationships. Over half of CRM implementations fail, yet companies that succeed experience improved revenues, productivity and customer satisfaction.
Maximize the Return on your CRM Technology Investment with These Important Steps
- Establish goals: Business leaders must set the stage for change by highlighting current challenges, identifying desired business goals and outcomes, and showing how CRM can improve operations. After establishing a strategic vision, sharing this vision is necessary to increase user adoption after deployment.
- Dedicate resources: The CRM project team must have the availability to dedicate time to the project. Communication and collaboration are essential for meeting milestones, achieving goals and making sure the strategic vision is realized.
- Evaluate current processes: Use Journey Mapping to determine how the customer's experience aligns with your internal organizational structure, service and support processes as well as the key metrics you use to measure success. You may discover areas of friction and opportunities for improving the customer experience.
- Discuss CRM options: Users can have different expectations or assumptions about what CRM can or can’t do. Education and training are essential from the very beginning of a CRM project. The CRM project team and business sponsor must work together to keep the project focused and on the right track.
In a short time, you will have a CRM solution deployed and in use; however, that’s not the end! Businesses must be able to change and adapt to evolving customer demands and market shifts. As your customer strategy changes, your CRM solution must be flexible enough to support changing processes.
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