With the ever-growing advancements in Customer Relationship Management (CRM) software, businesses are now using technology in various ways in order to put customers first and drive a more customer centric approach.
However, while the technology used is extremely important for driving a successful CRM strategy, it is often not enough by itself to get the right results.
That’s why it’s crucial for you to spend time planning in order to build the right CRM strategy.
Creating a successful CRM initiative comes from a well-prepared and long term strategy that aims to establish strong and trustworthy customer relationships while taking steps towards your core business objectives.
Here are 6 things to consider when developing a winning CRM strategy for your business. Let’s take a look:
#1 Set Business Objectives
An effective CRM strategy is always built with the core business goals in mind. So, before you start anything you will need to analyse and identify the objectives you want your CRM to achieve.
Whether you are looking at improving workforce efficiency, customer satisfaction, communication or generally you are trying to understanding your customers better; once you clearly understand your objectives, then everything else will start to fall in place.
The best way to do this is to break down your goals into smaller objectives that are easier to achieve. Then start to put together a plan of action with defined steps.
Using this methods means that you won’t be overwhelmed by the bigger picture and you’ll start to develop a clear structure to will guide you to success.
As an example, some of the basic questions you should be asking yourself in this stage are:
- Why do I want to implement a CRM strategy for my business?
- What do I want to accomplish with my CRM strategy?
- How will this CRM strategy impact my customers?
After your find the answer to these questions, you can now start to identify the tangible objectives with questions like:
- To what extent do I want to increase this aspect of my business?
- By when do I want to achieve that by?
Sticking to the initial milestones is essential but be sure that the map is flexible so you can make changes along the way if required.
#2. Understand Your Customers
Nowadays, it’s common for businesses to try and treat all of their customers equally.
However, in reality this is often not the case.
For a lot of businesses, in order to be successful you need to have a deep understanding into the types of customers you have and the value each one brings.
For example, returning customers are often seen as more valuable due to the higher likelihood of repeat business, referrals and the fact that they often spend more than double that of an average new customer*.
However, while each organisation has their own definition of what makes a customer valuable, it’s up to you to identify the main characteristics that you look for in the typical buyer.
Once the vision is clear and your objectives are set, it’s time to initiate a strategy that will help you utilise customer data in order to understand how they interact with your business and maximise value.
The key questions regarding your data plan should be:
- What type of data do we need on our customers?
- What level of detail do we need to track?
- How do we plan on characterising customers?
- What type of communication will work best for our customer profile?
#3. Understand Your Processes
Whether you are implementing a CRM strategy for sales, marketing, or customer service, it is important to make sure you understand your current processes and review how CRM+Automation can be used to improve efficiency.
The keyword here is “efficiency” so focusing on the aspects of your business that require the most use of CRM is important. This step is more granular and it requires defining where and how your business should be improved, if the situation requires so.
In most cases, if your business is struggling in a certain department, you might feel pressured to implement new processes and technologies as quickly as possible in an effort to produce better results.
However, this isn’t always the case since making too many changes at once can have a negative impact on your employee’s productivity and usage.
This is why you should consider starting simple and implementing a CRM strategy gradually.
#4. Empower Your Employees
When it comes to implementing a CRM strategy, your employees are going to be an extremely important part towards achieving a successful CRM strategy.
While your CRM is designed to handle large amounts of data from your customers and to facilitate communication between parties, it will be your employees that determine whether your goals are met.
Empowering them will allow your business to better integrate new policies and technologies in a way that will benefit everyone involved.
Most importantly, since employees are the heart of your organisation, they must be trained to stand for the core values of your company.
This also helps to promote personal ownership which plays a huge part regarding the CRM onboarding process.
#5. Syncronising Your Existing Tools
There are dozens of CRM platforms available online, while many focus on specific industries and others are designed to enable social media integration or marketing automation.
However, for times when outside applications are required, it is important to synchronise this data to your CRM.
This allows you to pull data from existing applications whilst getting complete understanding of all your customer interactions.
Keeping everything in a single centralised database will help to maximise the efficiency of your CRM strategy. This way, your CRM system acts as the central hub of information for your company, giving you deep insight into your customers allowing you to make more informed decisions.
Learn more about the existing tools that can be connected to your CRM.
#6. Measure Your Success, Evaluate and Improve
Every business, regardless of size or goals, has its unique growing challenges. This is why no single CRM system can be implemented and used at maximum capacity without a plan.
Therefore, at times you will need to reevaluate your approach and optimise your strategy for better results.
If you’re able to understand exactly what parts of your strategy are ineffective, this can be equally valuable in comparison to knowing what’s effective when improved and handeld correctly.
CRM is only a highly-advanced tool, but it’s not capable of helping your business reach a new level by itself. You need to use it with a precise and flexible business strategy to get the best out of your customers while growing your business organically and strategically.
This is why, a few trips back to the drawing board from time to time will only improve your long-term strategy.
#7. Jumpstart Your CRM Strategy
The solutions available here at Agovo offer both Customer Relationship Management (CRM) and Automation capabilities. Our solutions are powered by a Business Process Management (BPM) engine, this means that your organisation will be able to power through manual daily tasks at lightning speed whilst having access to the complete 360-degree view of your customers.
Here at Agovo we understand that getting the right advice is vital to the success of any CRM / Automation project, that’s why each month we offer a limited number of free, 30-minute online consultations to our website visitors.
Our aim is to help you find 3 suitable solutions to match your current business processes. After you have registered your details on our registration page, an Agovo representative will be in touch to book you in.
Each consultation will be run by a highly experienced CRM specialist, this will help to ensure you are taking the right approach, well informed within the decision-making process and aware of all the potential issues that could arise.
Our team of specialists have over 40 years of combined experience within the CRM industry and this allows us to provide an efficient and trustworthy consultancy service.
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