Paul Ince, solutions architect, applications at TSG, offers six steps to CRM success
Technology shouldn’t ever be a replacement for good management. However, a well-considered, well-implemented CRM system should not only streamline the effectiveness of your team but also deliver valuable insights into the way your business is working.
Most importantly, making life better for your users is likely to have a significantly positive impact on customer experience. And that surely has to be worth the investment both in technology and also in your people.
As with any IT project, sponsorship from senior management is essential. But in the case of CRM, understanding the needs of the user is critical, especially given the user is often in direct contact with the customer; whether that’s in sales, customer service or marketing.
Your users will typically use the system far more than those who build it, so get them involved early in the process.
Not only will they offer a perspective on how the new system could improve your processes but their involvement is likely to have a massive impact on one of the most important elements of your project – adoption.
Here are six steps that will ensure CRM success:
1. Review processes and procedures
The technology may allow you to automate workflows and create prompts that hadn’t previously been possible and in doing so take some of the manual effort out of using the system. But remember new working practices will need to be managed and introduced with suitable care and attention.
2. Ensure your system fits with the way users work
Developing your system to be able to use multiple devices means the user can choose the device that suits the particular need. Again, this will increase uptake of the system and improve the quality of the data entered into it.
So, while it’s important to ensure your system provides all of the reporting and information you need don’t miss the opportunity to add value to the working life of the system’s users.
3. Make the screen layout appealing
Put the most important information on the top of the screen and let the info shout out to you. If there are many fields to complete, think about grouping these together in a logical order.
4. Tailor information
Tailor the information displayed on different forms for different roles to ensure your users only see relevant information. The latest technologies will also enable administrators or ‘power-users’ to make modifications to forms without the need to involve developers.
5. Create dashboards
Produce dashboards a user can see when they first log in to the system. Give them a quick reference of items they need to work on, help them take ownership for the decision on what to focus their efforts on and make these dashboards relevant to the business objectives.
With a well-designed system you should even be able to use dashboards to motivate by providing information on what the user does well, and what they need to improve on.
6. Update your CRM
Create a mechanism for feedback and act on it by updating your system regularly to reflect new requirements. These days, the best CRM systems are adding new functionality all the time to respond to the needs of organisations, so take advantage of that. Updating little and often will prevent ‘big-bang’ upgrade confusion.
It’s clear modern CRM technologies have been designed with the user in mind, but it’s critical to remember that the quality of the information you pull out of the system is only as good as the data put in by the users.
Don’t expect to solve deep-rooted business issues, but CRM should make a difference at all stages of your customer lifecycle – to be more productive, improve visibility and compliance, drive better quality relationships and make smarter, better informed decisions.
