What is CRM? The same question triggers so many different answers. Some people think CRM is a customer service, others think it is a sales tool. This blog post aims at shedding some light on what CRM is and an enormous potential that is hidden behind the term.
CRM stands for “Customer Relationship Management”, with „Relationship“ being at the core of the term. Every organization, no matter how big or small it is, is built on the relationship and the task of CRM tool is to help businesses improve those relationship with clients, customers, colleagues, partners, buyers, and suppliers. (1) Salesforce, the company that created one of the biggest and most powerful CRM softwares, defines CRM as “a strategy for managing an organization’s relationships and interactions with customers and potential customers.”(1)
There are two types of CRM: Traditional and Complete. Traditional CRM is, simply speaking, salespeople cataloging the leads. In contrast to this, complete CRM entails not only the sales processes but also marketing, operations, customer services and other. It also brings together teams, strategy, and software. With this type of CRM, it is easier to achieve a holistic view of the relationship in the organization.
One of the biggest challenges that people face when implementing a CRM is in understanding how different departments work together within an organization, the workflow and what can be improved, for the teamwork plays a significant role. Each CRM project starts first by conducting an thorough internal research. Important is talking to employees from different departments, learning their everyday life challenges and getting additional insights in the form of suggestions.
One of the biggest benefits of the CRM tool is that it makes it easy to observe the complete customer’s lifecycle (from awareness to advocacy phase). This unique feature allows seeing at which stage of the lifecycle the customer is at the moment of time and what approach shall be applied to facilitate him/her to move further.
When it comes to implementing CRM into the organization, some companies face the challenge of convincing skeptical employees to adopt new technology. For some people, CRM stands for “much work” sometimes, and as a result, it facilitates the resistance of change. If you are a business owner and are planning to introduce the tool to your company, it is important to present all the potential benefits that this tool offers at all levels of the organization, whether it is an improvement of the daily work routine or a more centralized possibility of scaling the profit.
It is almost impossible to implement CRM alone, in order to do so one needs to build an implementation team, ideally from different departments. The first thing to do when implementing CRM is to define the users and set restriction rules for access (not everyone shall/should have access to the same type of data), therefore it is crucial to spend time with different departments, learning which information is vital for them & which data should stay confidential. One of the interesting features of CRM is that it allows you to automate your email systems and automate the purchase actions. For example, if the new lead enters the system, there is an automatic lead assignment owner, who will take care of that lead. You can also add a subscription email form on the website, and it will be automatically connected with the CRM tool, making the life of the email marketer much easier.
And last, but not least, make sure to include IT Team into a new CRM Process, as their role is vital in here in many senses, whether it is the issue of data security or dealing with bugs, it is crucial to have a person who knows CRM from inside.
Thank you for reading! If you would like to learn more about CRM and its implementation, don’t hesitate to contact us. Our CRM Consultants would be happy to answer any questions you might have!