Purchasing customer relationship management software is not enough to get started successfully with CRM. It is the basis for ensuring successful CRM, but there are a number of conditions that must be met, such as the management of the data and the training of the employees. The chosen CRM system is in itself a condition for success with CRM, not only because the CRM system is an important tool, but also because the chosen CRM system lays the foundation for the points below
The CRM system
Support for relationship management with the help of a CRM system can disappear if the chosen system is not user-friendly, for example. The possibilities of the chosen Customer Relationship Management system are also an important point; without sufficient options, the maximum will never be achieved from relationship management. And that will be a point of frustration that can seriously erode support for CRM. From a practical point of view, the CRM system must simply fit the organization, the wishes and requirements of the organization and the budget of the organization.
Without data, a Customer Relationship Management system is worthless. The successful implementation of CRM therefore starts with entering data into the CRM system. Determining the data to be entered into the system is the first step. The CRM system can then be filled with these data. Incidentally, this is also a good time to request and supplement any missing data. In this way, you can at least start with an up-to-date and complete data file.
Management of the data
The system cannot work without current and correct data. Keeping the data up to date can be done by a single person, but that creates a lot of extra internal communication. It is therefore often the case that the person to whom the changes are communicated is responsible for the entry in the CRM.
Conditions for successful CRM
Training of employees
The above immediately underlines the importance of proper training of the employees who have to work with the CRM system. Basic training of the CRM can be sufficient for most employees. In addition to training, support for the use of software for relationship management is important. And the latter is also important for the following points.
Using the data
Data that is not used is worthless. The ease of use of a CRM can save a lot of trouble in this area, but that’s not the only crucial factor. The CRM is not only a system, but also a strategy. After all, the term CRM is a term with different definitions.
The use of the data for marketing and communication
The use of the data by the salespeople and the field staff is a good start, but those who only use a CRM system for these purposes are not making maximum use of the possibilities. For example, CRM systems can be integrated with email marketing software. In addition to the integration with email marketing, the CRM system can also provide more insight into customer behavior, such as the use of database marketing and the creation of segments. These segments can then be used for marketing and communication. Also for old-fashioned direct marketing campaigns.
Creating support within the organization
Creating broad support for CRM within the organization is perhaps one of the most crucial factors. Without broad support, the CRM will not be used optimally and the data will become obsolete and polluted. Support cannot be created without making employees aware of the opportunities offered by the CRM. And by opportunities we do not only mean the opportunities for the organization. As one would say in the world of marketing and communication, “What’s in it for me?” Also let the users (read: the employees) of the CRM know what opportunities the system can create for them and how their work can be done faster and easier using the CRM system.
And “last but not least” CRM should not only be a piece of software, but also a strategy and experience within the company.