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CRM is not just about IT knowledge
Many business managers think that in order to implement and launch their
customer relationship management (CRM) system, they only need IT knowledge, but
nothing could be further from the truth.
This isn’t to say that new technology or IT knowledge isn’t an integral
part of a CRM strategy, but those things are not the only factors influencing
the success or failure of CRM. In fact,
any solid CRM strategy actually involves every player in the company – all the
way from top management to marketing and sales.
Once the decision to implement a CRM strategy and a dedicated CRM system
has been made, there must be someone in charge of the entire process. In some organisations, every department seems
to defer to the IT department when it comes to understanding and using the CRM
system, but in reality it isn’t the IT department’s responsibility. Sure, they can help work out the kinks and
modify the system to best suit the company’s needs, but the IT department is
definitely not in charge of maintaining customer relationships and enhancing
the overall experience.
Therefore, in order to avoid any confusion and maintain a smooth-running
CRM strategy, there has to be someone in charge of the CRM efforts. Often, this is going to be someone in upper
management, but it really can be anyone dedicated to the daily operations of
the company. The key is to be consistent
and organised in order to make the most of the CRM strategy.
CRM overtaking ERP as most valuable business
Customer relationship management (CRM) may very well
be supplanting enterprise resource planning (ERP) as the most valuable business
application, according to recent trends.
As most business managers know, CRM focuses on the customer and his or
her experience while ERP is more about the business and its efficiency.
While both aspects are important to the success or
failure of a business, it seems that CRM is taking the lead. After all, the customer is the driving force
behind most business models, and unhappy customers do not come back for repeat
is not just for sales and marketing anymore," explains Nucleus Research’s
VP of research, Rebecca Wettemann.
"The data is more actionable and current than on aging ERP
are CRM systems for almost any industry and many of these systems can be used
across a variety of sectors, but niche players are starting to become the
norm. For example, there are now CRM
systems made specifically for the financial sector, life sciences, non-profits,
and other sectors.
Businesses can make the most of their CRM strategy by
taking a look at several different CRM applications and seeing which can
facilitate their industry-specific needs in the best way.
As the CRM industry continues to grow, CRM vendors
must constantly rise to the challenge of supporting a large number of users,
which means they are using the cloud more than ever. This allows CRM vendors to remain viable even
in a market that is evolving quickly.
CRM can help manage B2B
Customer relationship management (CRM) is a lot
more versatile than many people might think.
Today’s CRM software programmes are designed to not only boost a
company’s bottom line by improving the overall customer experience, but they
also help to manage business-to-business (B2B) relationships.
Most CRM systems are so robust that they have
just about everything including the internet, intranets, and extranets, not to
mention reporting, analytics, and so much more.
This is precisely why they are quickly becoming an essential aspect of
any business’ operations. Today’s
increased need for information sharing has motivated CRM providers to evolve
even further to provide an organisational reach that spans across various
Current behaviours show that in order to
successfully manage a B2B relationship, businesses must embrace social
networking. Recent statistics have shown
that almost 75 per cent of all B2B customers use social media to purchase
products and services. Social media is
also integrally incorporated into decision-making, communications, and
organisation. The CRM systems that are
available today often incorporate social media platforms into their models.
However, not all CRM platforms are created
equal. CRM software must be flexible so
that a business can create opportunities and brand value, evaluate and monitor
sales and marketing efforts, build a sustainable and strong customer base, and
align values and goals. This means that
companies must know both their competitors and customers very well and be able
to track their respective behaviour.
Taking all of this into account, it is clear
that CRM software can offer an ideal solution for managing critical B2B
relationships just as well as it can help manage the customer experience.
management is key
In most cases, selling direct can be pretty simple; the
business controls everything from the salesperson to the training to the
payment structure and the marketing.
Selling can get a bit more complicated when a business sells through the
channel as more and more depends on partners.
can businesses ensure solid selling when working with partners?
Incorporating customer relationship
average, partner companies work with about eight different vendors, although
some work with as many as 15. In order
for a company to enjoy success with partners, they do need a few things
including a good economic proposition, the ability to fulfil customer
expectations and a compelling product.
Additionally, businesses should be easy to work with.
customer relationship management (CRM) is usually associated with direct sales,
the principles behind it are also effective when dealing with partners.
Remember, partners aren’t just a conduit to the customers – they are also
customers in a way. If partners have a
good experience, they are more likely to show results and more sales.
Fine-tuning the CRM experience
should provide effective and efficient portals that are frequently
updated. The portal should be a one-stop
resource for partners, training, marketing materials, applications,
registration, and other things that are critical to the relationship between
vendors and partners. Using the CRM
system to manage partners is an effective way to profile partners and use that
information to deliver specific content tailored to their needs.
effective portal system and method for managing partners leads to a greater
wallet share, which is something every business owner is after.
Here at my CRM
we offer our customers http://www.mycrmgroup.com/customers.aspx the best solutions to help them drive business forward and gain real
benefits from implementing Microsoft Dynamics CRM.
We are in our 5th
year of trading as a business and have seen incremental growth year on year in
profits, our team are based in the Isle of Wight, UK and we maintain
relationships with customers in 26 countries.
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