6 things you should know about CRM
We asked our experienced consultants what they thought everyone ought to know about CRM. These 6 points made the list.
#1 – It’s not just software
CRM is a management tool, but the software itself only plays a small part of the equation. In fact, true CRM is a philosophy and ongoing learning process. Once you learn how to use its functions, you learn how these functions are actually methods for your business to access, analyze and apply customer data into strategy.
Mastering your CRM means learning to adapt to your customers’ wishes and needs. It lets you learn from your customers and change your practices when the buying behaviors or preferences of your customers change.
#2 – It requires complete company buy-in
CRM is an entire organisational change. Everyone must be ready and supportive of the idea in order for the change to work.
Top management must be onboard with transitioning company data onto a new system while your team leaders and employees must commit to using it regularly and consistently.
To make this happen, show how customer relationship management software brings value to each position at your company. That way, employees will want to use it and leadership will support the change.
#3 – it’s all about understanding each customer
CRM involves capturing, managing, and leveraging all the information you have about your customers. The best CRM software for your business is the one that creates the most impactful customer experience resulting from personalized attention and genuine conversation.
The software helps you develop a keen understanding of all your customers, so you can maximise your sales efforts.
#4 – Your CRM is only as good as the implementation
Many CRM initiatives fall short and fail. Not because of the software, but because you’re changing the way people do their jobs. People are naturally resistant towards change, so in order to be truly successful, you have to have a multifaceted and long-term focus.
It is going to require new processes, training, templates, KPIs, etc.
So don’t expect the implementation to be completed as soon as the software is installed. The cultural changes of a CRM initiative can be tremendous, and organisations that underestimate the impact of these often fail in their implementations. Give people the time, support and resources to adapt to the changes.
#5 – It requires a 360 approach
Reap all the benefits of your system with a 360 approach. By integrating every customer touch point in your CRM, you’ll be able to optimise every step of the customer journey and make the most of your entire sales funnel. Besides the obvious upside, you also get a more high-level overview of your business and
#6 – Don’t settle on inflexible, overcomplicated software
There are dozens of CRM options, so don’t settle for the first vendor that appears in a quick internet search. Make a list of what you want the software to do, and use that to evaluate the options.