Before You Deploy a CRM Solution

Sufyan bin Uzayr, Freelance Writer, Graphic Artist, Photographer, www.sufyan.co.nr

It is a well known fact that an effective Customer Relationship Management (CRM) strategy can provide numerous opportunities to improve one's business. We shall explore certain CRM strategies that, if implemented well, can help SMEs multiply their profits.

Before going any further, we can first take a look at what 'CRM' means. Basically, Customer Relationship Management refers to techniques and methods used by enterprises and companies to manage their relations with clients. Clients, in this case, are both existing and potential customers.

Obviously, for small to medium enterprises, there isn't much need to innovate in terms of what strategy to select and which tools to employ. However, as with any modus operandi, CRM strategies may tend to hit a roadblock, even initially. Lets explore some ways in which we can avoid such roadblocks:

Do your homework

As an enterprise, you need to be clear about the aims. There should be a direct link between objectives and implementation itself. Obviously, SMEs do not need to plan the 'project' in a grand manner as any larger organization might do and thus creation of 'working models' wherein clients can evaluate the product is also ruled out. However, having a clearly defined way of functioning and plans for future (immediate future, to say the least) do lend an organized look to the enterprise, which clearly attracts the attention of both existing and potential clients. So initial planning including deciding the target audience and the implementation of the product or service becomes as vital as the technological expertise needed to achieve the end result.

Gain commitment

Gaining commitment is important at two levels — at the top of the enterprise, and then all the way down the hierarchy. At the top, successful CRM implementation is simply an effective usage of the available technology. Budget, returns, time, efforts, resources — that's about it.

But at the lower rung of the ladder, there are employees who actually implement the CRM concept. Thus, it becomes crucial to maintain the employees' enthusiasm about the implementation. Also, once a CRM strategy is in place, it is the actual staff of employees who keep it running. As a result, it becomes all the more important that you plan ahead about commitments, both ongoing and those that may arise in the future.

More often than not, in SMEs, there are rifts between the decisions taken or results expected at the higher end and the actual output produced by the staff and technicians. The only plausible solution in such a case is to keep track of the CRM since the moment of its inception and even after its implementation.

CRM is all about, well, management!

CRM is all about management and thus, development and scope for improvement never ceases to exist. In other words, it is an ongoing process. CRM exists because every enterprise needs to constantly improvise and foster better and more efficient ways of interacting with customers. With that said, change is imminent as newer technology comes into play and staff is trained for the same.

Audit well A good CRM will give you many metrics to measure and assess your progress well. However, such metrics need to be made use of properly. It is always a good practice to monitor such logs and metrics in order to keep track of your performance.

Further more, by using such audits and metrics, you can not only keep track but also improve your performance and focus on areas that need attention more than the rest.

Summing up

In order to create a successful and effective CRM system, it is important that you keep the end results in your mind right from the start. A CRM is only as good as the hands that implement it and the staff needs to not just be informed but also interested in the CRM.