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3 Steps to CRM Readiness

Key Insights

  • Customer Relationship Management [CRM]: “Technology for managing all your company’s relationships and interactions with customers and potential customers.” [Salesforce]
  • In keeping with Atlantic Technologies Delivery Methodology; the key to success is to ensure clearly defined outcomes, an aligned understanding of the value and how to measure it, and ensuring the correct people are available for the project
  • Return on Investment, employee satisfaction, customer satisfaction, and increased efficiency in your business process can all be seen as measures of a successful CRM implementation.

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CRM readiness; those who shout the loudest will no longer win.

We are entering into a post-digital world where companies have learnt to create experiences so hyper-personalised, they have become seamlessly integrated into the lives of their customers. It is the companies who can truly empathise with each customer that will thrive through times of continuing change. In order to provide your company with a 360° view of your customer as well as a single source of truth, you will need a bit of help from your trusted IT crowd.

In an evermore customer-centric world, there has never been a better time to start your journey to CRM readiness. First, you must figure out the exact outcome you are after.

Step 1: Understanding

In keeping with Atlantic Technologies Delivery Methodology; the key to success is to ensure clearly defined outcomes, and an aligned understanding of the value and how to measure it, before embarking on a large scale CRM project. Knowing this will form a baseline and a benchmark for all future requirements, enabling you to assess their value and contribution to meeting the pre-defined success criteria.

Another key pre-curser to any CRM project is ensuring the correct people are made available for the project. Without empowered and accountable product owners and process SMEs, keeping a CRM project on track and delivering value will be made exponentially more difficult.

“Of all the clients I have worked with, the most successful have been those that involved the impacted users as early as possible, and rolled out the changes as incrementally as possible. Humans naturally fear change; so taking these two actions can really increase the adoption, and therefore the success of an implementation.”

Step 2: Communication

A properly designed and implemented CRM solution will impact a significant portion of your sales and service business. From executives being able to access the performance data, they need in realtime, to sales users being able to see their quota and forecast quickly and easily, and update their opportunities from the device of their choosing. Customer Service agents will have access to all the information they need in a single view; they will be able to talk to customers through the customer’s preferred channels, and quickly log and action calls.

Given these changes are appropriately managed, your CRM system will vastly increase the efficiency of users; removing manual effort where possible; therefore increasing customer experience through automation.

Knowing that most challenges arise from poor preparation, both in terms of technology and people, means that we can work together to avoid unnecessary teething pains. Having the wrong, or an insufficient number of stakeholders available to the project can lead to incorrect or poor direction of the project, as well as delays when decisions cannot be made in a timely manner. Similarly, having a bad understanding of your data, or current technology can make the transition from legacy to target architecture overly strenuous.

Step 3: Measurement

  • Return on Investment
  • Employee Satisfaction
  • Customer Satisfaction
  • Increased efficiency in your business process

ROI is a good measure of success; but does ROI include customer retention and employee satisfaction? A successful CRM implementation should see a greater level of experience and satisfaction from both customers and employees alike. Renewals, retention and attrition of both customers and employees should be looked at as good measures of this success, accepting other environmental factors are at play.

An often unseen benefit of a CRM implementation is using technology as a driver to re-evaluate your business processes, and drive simplicity through your organisation. Implementing Salesforce is a great way to standardise processes within your business; with system-enabled training to simplify BAU user experience as well as user on-boarding.

In order to succeed in a post-digital world, companies must turn the illusion of personalised customer communication into reality. Substandard experiences will not be tolerated by your customers of your employees. The opportunity to stand out is to understand your customer on a holistic level and find the right time to reach out to them through one of their many communications platforms. Customer Relationship Management must be simple, efficient and effective to help steady the turbulent waters of constant change. By letting us take the helm of your digital transformation into CRM readiness, we can navigate you through these waters to leave you gliding smoothly towards your goals with your customers and employees on board.

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