Today’s business organizations are pretty unthinkable without a CRM system. If you are running a business it is very likely that you have bought a top-notch CRM system for your company. But ever since you have implemented the CRM system, not all the employees and key functionaries got used to it and to your amazement the investment in such a top-class CRM didn’t pay off well in monetary terms. This is the usual experience with too many companies using CRM solutions for their businesses.
So, before really accusing the CRM solution and the appropriateness of the choice, it is always advisable to evaluate your strategy and the measures to optimize your CRM for your organizational needs. If you have not tried and tested these measures, the CRM solution is very unlikely to meet your expectations.
First of all, let us help you to evaluate the particular signs that tell that you are not using CRM for optimum output.
The Key Signs of Under-Optimized Utilization of Your CRM Solution
While Customer Relationship Management software solutions are used worldwide across all types of organizations to improve business conversion, boost efficiency and streamline the business processes within the organizations, without specific strategies for using them for your organization, such solutions will always remain under-optimized.
On the other hand, when used strategically a CRM solution not only can boost efficiency and business conversion but can also give a facelift to the professional image of an organization.
Some of the key signs of under-optimized uses of CRM include the following.
- Usage of a CRM in less than 50% of the times.
- CRM is not used by all business processes and verticals but only a handful few.
- Employees and business managers at large have no knowledge about the CRM solution really works.
- The CRM solution fails to drive customer loyalty.
Now, through the rest of the blog post, we are going to explain the principal ways a CRM solution can be optimized for an organization. This will also explain the best practices for utilizing CRM as a strategic enterprise solution.
Have a Clear Objective
First of all, an organization should be absolutely clear about what they wanted to do with the CRM solution and what kind of organizational changes they want to achieve with this. Simply moving to a new cloud platform without understanding how it can add value to their business process won’t help.
Some of the key questions that businesses need to ask while taking onboard a new CRM solution include “What is the need for a CRM in your organization?”, “What value addition you want to achieve with the new CRM?”, “What are the problems that can be solved by it?” and lastly, “What are the processes that will be benefited through the new CRM?”.
Understanding the Uses of the CRM
As the second most important consideration, you need to figure out how the new CRM solution will be used by the user for specific purposes. By only understanding the different use cases of your CRM, you can devise the right strategy for your CRM solution.
You need to figure out how the employee output of different business verticals including sales, marketing, finance, IT, customer service and management can utilize the new CRM solution for specific use cases. The new CRM solution needs to cater to the preferences of the different users and then only a smooth company-wide adoption of the solution can be expected.
Phased Roll Out of the CRM Solution
Now when it comes to the roll-out of a CRM solution, it must ensure a balance between time, value and the features. If the CRM takes too much time for rolling out, the users may completely lose interest. On the other hand, if there are too many complexities like in the case of CRM with power apps, again the feedback can be really negative. This is why a phased roll-out of the CRM by segmenting the solution can be a good approach. This also allows the users to spend considerable time in each phase before proceeding to the next.
Establishing Internal Guidelines of Usage
Setting common usage guidelines for internal users is a key way to boost efficiency after you have implemented a CRM solution. Secondly, such guidelines by forcing everyone to participate in the implementation of the CRM will actually make it easier for producing precise reports and managing sales with correct steps.
There will be people in your organization who have no idea about putting data into the CRM system or using the system for their day to day tasks. But anyone left out of the new CRM based process will only pull the efficiency down and resultantly bring a bad name to the effectiveness of the CRM solution. This is why establishing internal usage guideline and training people are so necessary for a CRM solution to be successful.
Define a CRM strategy and adopt a CRM philosophy
Many organizations just consider a CRM solution to be ready to use toolset that requires only knowing some push buttons and navigations just like a machine. But it is actually not the case. A CRM solution requires a strategic and strong business management approach to really prove valuable for an organization. A CRM solution needs a long-term strategy with specific goals and detailed implementation plans.
First of all, you need to determine how after implementing the CRM your work process will change and what the steps you need to follow in the process of implementation. Secondly, you must determine how it is going to make value additions and fir to your long term and short term business development plan.
Adopting a CRM solution is no easy business and unless you have a clear idea about the principal driving factors and business-specific challenges, the implementation may not bring your organization any substantial changes and value additions. Your CRM solution should be focused on building customer relations better and that should work as a guiding principle among all your objectives.
Atman Rathod is the Co-founder at CMARIX TechnoLabs Pvt. Ltd., a leading web and mobile app development company with 13+ years of experience. He loves to write about technology, startups, entrepreneurship and business. His creative abilities, academic track record and leadership skills made him one of the key industry influencers as well.