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| Official Partner of Zoho CRM |
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Why CRM’s Fail? |
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Key sponsors are not involved in the project |
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Unclear CRM requirements and priorities |
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Lack of focus - no CRM Roadmap |
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IT control the CRM project |
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Metrics for success were not defined before or after the project |
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Unclear strategy to integrate with existing systems |
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CRM Consultancy, Implementation & Customisation |
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| For the Small and Medium Sized Businesses (SMB), the customer really is king. SMBs that do not develop a customer focused sales approach or ‘customer-centric’ approach, not only to their sales approach but in fact everything they do from Sales, to marketing, to customer service, will drastically reduce their chances of success. |
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| There is a huge variety of sales, marketing and customer service solutions available to SMBs, which can make choosing a CRM solution to solve your business needs a difficult and daunting process. |
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| Customer Relationship Management (CRM) doesn't have to be difficult. Here are some guidelines that you can follow before you embark on CRM implementation in your company. |
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| Develop a corporate ‘CRM culture’, involve key stakeholders |
| Many CRM projects fail because key people are not involved in the project. They need to be involved in order to assess business objectives, set CRM strategy, make corporate policies and issue directives. Basically, they are the people who help engrain CRM usage into company culture. Key sponsors need to be able to make financial and time commitments to ensure success. Potential users and if possible, customers should be involved to some extent to assess their expectations; surveys, questionnaires and feedback meetings are useful ways of gathering information on customer expectations. Communicate CRM initiatives to people in your company via directives, policies and training. If your teams know what is expected at the executive level then they can better understand and respond to customers. |
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| Outline a CRM strategy |
| Many people mistake implementing CRM to simply mean installing/using ‘software’. In fact CRM strategy is more about identifying critical relationships between business goals and CRM implementation strategy: business processes, people and IT tools. It is about using appropriate methods and business processes to help improve your business relationships with your customers. First, you should measure key performance metrics in your company; make comparisons with previous metrics and with competitors if possible. Set goals in key metrics areas like Sales, Marketing and Customer Support. For example, sales metrics might be lowering lead to sales time, increasing numbers of customer referrals, increasing repeat business, reducing sales admin time; Marketing may want to increase leads per campaign, increase efficiency of lead capture and segmentation; Customer Support may want to reduce issue resolution time, reduce incoming phone support requests, and so on. Click here to see more examples and definitions of useful Sales Metrics. |
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| Define your CRM objectives and prioritize CRM requirements |
| Every department within any organisation has its own needs and sense of priority. For example, Sales Managers may want to get better pipeline and forecasting capabilities, while Customer Support may want to implement a self-service knowledgebase for customers to reduce the number of support calls. Combine this with regular business problems and you can quickly lose focus of the main objective if you do not prioritise your CRM requirements. You should prioritise those areas which are key process areas (KPAs) or which are causing the most problems, cost and missed opportunities for your business. Also, as CRM is based around people, you should consider social and organizational factors such as company structure, roles / hierarchy and authority, cultural differences within your organisation, politics, resistance to change; understanding all of these more subtle points will also play a part in a more successful CRM implementation. Start in areas which will be easiest and which will result in the highest reward for your business and highest level of buy-in from your users. Other factors to consider are weaknesses compared with competitors; complexity of each area; and if other systems require integration. Click here to learn more about a detailed insight into CRM implementation from a social and organizational perspective. |
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