As one of the most vital aspects for running any business, customer relationship management is something that should be taken very seriously. However, a new feature in Forbes has argued that the implementation of many CRM systems suffer from an incomplete vision and do not live up to their potential. The article looks at several ways in which the process can become more complete.
Firstly, it notes that the amount of information that is collected from customers should increase substantially. Rather than just looking at an order history, CRM should involve building up a more in-depth customer profile, of the sort that marketing would normally use.
Secondly, it highlights the value of comparing an individual customer’s behaviour to the norm. This will mean that it is easy to see what is unique about each one and can then lead to more personalised service.
The reach of CRM should also be taken more seriously. Currently, CRM is largely limited to sales, but the piece argues that almost everyone within a company – including customer service staff, repair technicians and even receptionists – should be able to access a view of the customer from CRM.
The expansion of the customer profile should be expanded using a combination of real-time data, big data and data from the internet. Though not all of this information will be useful for a long-time, some of it may be able to become part of the permanent record.
Finally, the article notes the importance of CRM apps being easily accessible on mobile devices. According to the piece, “the ability to rapidly and affordably create custom mobile apps for each audience of the broader vision of CRM will become a differentiator”.
What is not evident or highlighted as a major concern is the selection of the service partner, who can help enable the implementation of CRM for success. It is key when addressing these type of issues to not lead the implementation of CRM as a technology project but as a process definition that leads to the adoption of a custom centric organisation.
Most of the points highlighted in the full article are common and can occur in the implementation of a CRM systems or at later stages of acceptance, but the ability of the provider to help an organisation deliver a good CRM methodology and strategy and ongoing support for their business and for customer success is paramount.
Working with a provider like MyCRM helps not only with the implementation of great technology using Microsoft Dynamics CRM, but the team can offer advice and knowhow to help with Sales, Marketing, Customer service and Support.
MyCRM has over 20 years’ experience in understanding how CRM as a technology and CRM as a business process can work in business and has therefore developed a number of off the shelf extensions like email marketing with eCampaign http://downloads.mycrmgroup.com/eCampaign.aspx and location awareness with Bing Maps http://downloads.mycrmgroup.com/eMap.aspx which can help reduce the cost of implementation greatly by using plug-in solutions.
To find out more visit http://www.mycrmgroup.com
To read more on the article at Forbes see here: http://www.forbes.com/sites/danwoods/2013/09/30/why-your-crm-implementation-is-quietly-failing/
To see why our customers like working with MyCRM http://www.mycrmgroup.com/customers.aspx