CRM – Customer Relationship Management is crucial to any business. Many surveys have proven the benefits of building CRM:
- The average ROI for CRM is $8.71 for every dollar spent.
- 82% of top salespeople cite CRM tools as “critical” to their ability to close deals
- 74% of businesses improve customer relationships with CRM.
- 47% of CRM users said that their CRM had a significant impact on customer retention and customer satisfaction.
Hong Kong businesses are encouraged and sponsored to adopt solutions such as CRM via the D-Biz Program. Check more information here.
However, building and implementing CRM can be challenging because it involves many changes across all levels of organizations. According to studies, 55% to 75% of CRM implementation projects initially fail.
Thus, in order to achieve a successful CRM project for your business, ensure you understand clearly about CRM, goals, and have an effective plan.
In this article, you can find some tips to build the best-suited CRM for your business and save your money in the long term.
Types of CRM
Unlike the common stereotype about CRM that helps you to manage customers’ contacts, 3 main types of CRM support different aspects of businesses’ growth.
1. Operational CRM
To gain an advantage over your competitors, getting access to the information about your customers and getting a clear insight into their needs is vital, and that is the playground of operational CRM.
Operational CRM is the bridge connecting your brand and prospective customers. Its primary purpose is to offer the best customer experience via streamlining the business process. Some key features of operational customer relationship management are contact and call centers, websites, and data aggregation systems.
With a well-built operational CRM, you can enhance your customers’ satisfaction and loyalty to your brand and products.
2. Analytical CRM
Analytical CRM works behind the scenes to improve your business by more data-driven decisions. It quietly gathers the data of your business across all channels such as social media, live chat, phone calls, your company website, face-to-face convos, purchase records, and so on. Then it will organize and process to produce visible insights that can help you understand customer behaviors, predict trends, and make actionable strategic plans.
With the information provided by analytical CRM, you can streamline your process and improve your business in many aspects, from sales pipeline, marketing campaigns to customer services.
3. Collaborative CRM
Enhancing collaboration and communication among all stakeholders is considered one of the most impactful factors of businesses’ growth. That’s why collaborative CRM was designed.
Collaborative CRM enables you to collect, organize, and share customers’ information with multiple teams. Once your teams from sales, marketing to customer support can access to customers’ information easier and faster, they can collaborate better to enhance customer experience and loyalty.
Moreover, in this remote working era, collaborative CRM can greatly contribute to streamlining the process and the business continuity plan.
Depend on your goals and needs, you can opt to combine all types of CRM to build a comprehensive solution.
What to consider when building CRM for your business
Defining the goals and what type of CRM you need is the first step of your CRM project. Implementing CRM requires a lot of effort and preparation. Below are 5 key points you should think about CRM adoption for your business.
1. Define your needs and map the process
This stage will decide how effective your CRM can help you improve your operations. Making sure you have clear goals and processes.
You can engage all teams who will be the main users, such as Sales, Marketing. Ensure you understand clearly what their current issues and how they want the future CRM can help them to do their tasks. By doing this, you can have a list of features and expectations. Besides, you can have your team prepared for the CRM implementation in the future.
2. Select the right vendor for building CRM
Each CRM platform will go with many service providers. For example, Odoo – one of the most popular CRM platforms also offers a myriad of Odoo development companies.
As building and implementing CRM will directly affect your business development, you not only need a pure developer yet a consultant who understands your industry and business management. After you have a shortlist of potential vendors, read reviews, check their website, social networks, and contact for their portfolio.
3. An actionable implementation plan
You need a plan with a clear timeline about how to implement the CRM. The first component of your CRM implementation plan should be backing-up data backup. Inform all your teams about this, ensure that no important information is lost amidst the transition.
Besides, you also need to plan a training program that your employees can get used to the new CRM to do their tasks without any interruptions. With sufficient training and practical demonstrations in place, you can avoid unnecessary complications down the line and achieve a seamless transition.
4. Ask for feedback
As soon as the training program begins, you will need to request feedback from your employees continuously. Because they will be using the CRM platform to do their daily tasks, you will want to ensure that they completely feel comfortable and satisfied with the system. Ask them about their experiences. What’s working? Any rooms for improvement?
This method allows your staff members to raise their opinions and give you direction on developing your CRM in the long term. After gathering complaints from your employees, take those back to your CRM provider, and find the proper solutions.
5. Keep monitoring and improving your CRM
Besides continuously getting feedback from users, you also need to monitor the effectiveness based on specific metrics and analytics. There are numerous metrics for you to measure the success of your CRM. Such as business performance metrics (sales, marketing, and services), user adoption metrics (number of log-ins), customer perception metrics (satisfaction and experience). Productivity is also a notable metric to use.
You need to choose the right metrics associated with your set’s primary goals for the first time. For instance, if your goal of building CRM is to improve revenue by 15%, the metrics associated with this approach could be the average deal size and average revenue per sales rep.
Above are some tips to make the transition to new customer relationship management a seamless and painless process. In order to have an awesome CRM, evaluate how you run your business, and clearly map out the processes of each department. This can ensure that your new CRM solution fits into your existing operations and infrastructure.
Arestós is a professional ERP and CRM consultant based on the Odoo platform. We provide not only high-quality software development but also practical consultancy about using CRM to enhance your business.
We follow effective project management processes focusing on the clients’ needs and keeping up with business growth.
Contact Arestós now to adopt the most effective ERP solution and become the pioneer of your competition.