MS Dynamics CRM
Products
The 7 golden rules of CRM management
10. April 2019
The time has come, you're getting serious. After much deliberation, you have decided to integrate a CRM system into your business processes in order to optimize customer loyalty. Great!
1) You need a mission statement
A CRM system is not an egg-laying wool-milk sow, but fulfills specific tasks. It is precisely these tasks that need to be defined and clearly delineated. Basically, it is “only” a single - albeit important - component of your company's digitalization process. However, this does not mean that CRM solutions are not flexible - on the contrary - but rather that it is important to clearly define your plans and understand what role the CRM system should play in them.
This is best done at the very beginning of implementation as part of a “mission statement” and is important to ensure that you always stay on course.
2) Thinking too far ahead?
Focus on the essentials. Always. It is not very useful to plan too far into the future and prepare your CRM system for ALL eventualities that may arise. Instead, consider the current market situation and think carefully about the level of agility required for the software to support you in your processes
3) Communication is everything
A CRM system is not a secret project. Don't make the mistake of limiting your project team to too small a circle. Everyone who works with the system in any way or for whom it could be relevant should be on board. The keyword is: internal and external networking. This creates trust and promotes communication - a decisive factor for the performance of your CRM system.
4) The data makes the music
Because we are talking about decisive factors: A CRM system is only as efficient as its data. The quality and clarity of (customer) master data are the most important basis for successful CRM and GDPR compliance. You should therefore think early on about which data is relevant for you, whether a concept or system for managing master data (master data management system) has already been established or is still required, and seek advice from experts regarding migration and interfaces. Then you won't have any sleepless nights when it comes to cleansing and administration.
Incidentally, the topic of data is one of the most challenging and most frequently underestimated in CRM projects.
5) Less is more
Especially in the beginning: less is more. Integrate your basic processes bit by bit and take the time to properly incorporate and optimize feedback. Then the next partial rollout can follow and your system will continue to grow sustainably. In contrast to ERP, the CRM system can - or rather should - remain agile in order to be able to react quickly to requirements.
Remember point 1: you only want to handle those processes in the system that are relevant and useful!
6) Just no false modesty
Don't wait too long with the rollout and don't delay it unnecessarily. Control is good, but trust is better in this case: if you have prepared everything carefully, have the data quality under control and have a clear goal in mind, then get started. Even if only on a small scale, get started! Your mission statement and the CRM roadmap derived from it will ensure that things continue quickly after the initial rollout.
7) Positive energy
As the new CRM system will play a major role in your company's day-to-day business, report regularly to your employees about the project and its goals, current status and roadmap. Internal project marketing is a worthwhile investment and should be a matter for the boss.
We don't want to spread any false truths here: A CRM project requires some work and is no piece of cake. But if you are well positioned, believe in your project and get professional support when in doubt, nothing really stands in the way of your success. So: always stay positive!
And that's it - if you conscientiously follow these 7 rules and leave the most common stumbling blocks behind you, you'll soon be able to enjoy a great and efficient CRM system! Congratulations!
And if you still need help: gorelate will be happy to help and advise you at any time.
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