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How to maintain your CRM and keep it alive for a long time
30. April 2019
It's done: you've successfully completed the rollout, the CRM infrastructure is in place!
But what comes next? Can you just sit back and wait for things to happen? Is the system a sure-fire success or do you need to make continuous adjustments to optimize processes and keep everything up to date?
Questions upon questions, which we answer in this checklist on how to maintain a CRM system in the right way:
1) Stay on course for success with a digital roadmap
We can answer the question about the self-runner directly in the negative, sorry! The performance of the CRM system must be continuously checked and monitored using the digital roadmap that was defined at the very beginning of the project. Do adjustments or readjustments need to be made? Do new processes need to be implemented? Only those who critically question and continuously optimize can improve what already exists.
2) Data, Data, Data
The data - the heart of your CRM system - needs particular attention. Is it managed properly? Is there a clear concept for data maintenance and ensuring security? No? Then this should be done as soon as possible - no good performance without high-quality data!
3) Together instead of alone
Consider all departments of the company in your CRM strategy. Everyone who is directly or indirectly involved with customers must find their processes and requirements in the system. Ultimately, customers will also benefit from better service and a personalized approach. This prevents your different departments from feeling like independent companies to your customers.
Working together on and with the CRM system also means that synergies are created between the departments. Regular key user meetings, at which experiences with the system are exchanged, can contribute to mutual understanding and process improvements.
4) One doesn’t fit all
Because people from different departments work with the CRM, there is often a need to implement different dashboards, authorizations, views, etc. This clearly increases the effort required to implement and maintain the system. This clearly increases the effort required to implement and maintain the system. However, a “one-size-fits-all” approach makes little sense and individual needs should be taken into account. Our rule of thumb: individualize as little as possible, but as much as necessary.
5) sure is sure
As self-explanatory and “hands-on” as your CRM may be - prepare your employees sufficiently for its use and make sure that there is a point of contact per department for questions, requests and any suggestions for improvement. After all, no masters and no perfect CRM systems have fallen from the sky.
6) Say no to data outsourcing
The absolute classic: employees export data from the CRM to an Excel sheet, creating vast amounts of small data silos with individual target groups and maintaining and expanding these - on their own - outside the CRM system. An absolute no-go!
This inevitably leads to the data quality in the Excel lists being higher than in the system, making it virtually impossible to merge them later. Let us remember what a central role data plays in CRM. In addition, such customer data “lying around” is a ticking time bomb from a GDPR perspective.
7) CRM benefits everyone
The main benefit of a CRM system is not just to provide management with lots of KPIs and key figures. Sure, that's an important goal - but it's just one of many. Rather, a good CRM strategy should offer everyone added value. Improving data quality, identifying market potential or optimizing accounting workflows are also important goals that can be achieved with a CRM. A regular, interdisciplinary exchange between the key users can also bring many a learning to light here.
Do you take these points for granted and are they already included in your CRM strategy? Then congratulations, keep up the good work!
However, if you are now having second thoughts or are questioning your strategy, our experienced employees will be happy to help you personally and provide valuable tips.
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