Amr Zeidan

implement crm strategy

Implementing CRM Strategy – Best Practices

The Benefit Of Implementing CRM

There are many benefits to implementing CRM solution into your company. Many of the benefits include synergy, sales, and a happy customer.

Most cases of the implementation of a Customer Relationship Management solution have improved processes, flow, and the customer experience.

Synergy is one of the biggest benefits of implementing a CRM system into your business. You might have a company and it seems as if the departments are detached and they don’t talk to each other.

Maybe one department thinks they are more important than the other. This type of attitude happens all of the time and by creating a CRM strategy with your entire organization it can improve these attitudes.

This will give everyone the knowledge how important each department and position is and how they provide an excellent customer experience.

When you make a job important to the employee who is working in the position they tend to want to do a better job. This is because they feel important as an employee.

When your employees have a clear understanding of the importance of CRM then you will see improvements across the organization.

Sales will improve also because customers notice a big difference when an employee is working for a company and they don’t feel their job makes a difference.

When employees are happy it rubs off on the customers. They will want to return and they will recommend your business to other people too.

The biggest benefit of implementing a CRM strategy within your organization is by improving the overall employee morale.

When morale is improved with the employees then so is their performance and their attitude about their impact on the company.

Implementing CRM in Your Company

If you think its time you take a customer focused view point with your company and you would like implementing CRM strategy with your workplace, it is probably a good idea.

It is easy to do and you are sure to notice improved results in many different aspects of your business. Many of the ways you can implement CRM into your company is by using training sessions, meetings, and
technology.

When you implement Customer Relations Management into your company you can begin by having each of the employees take part in training sessions to teach them about the concept.

These training sessions should teach the employees about the vision and the mission of the company and how each and every employee is all working toward the same goal.

You should also teach each employee how their particular position directly affects the customers.

If an employee is an internal employee who doesn’t have any contact with the customers then they might feel the training is not for them.

They need to know that their position does have an impact on the customer and how.

The technology in your company can be used to initiate Customer Relationship Management because there are many software packages out there designed to help companies implement a successful strategy that
provides results.

There are learning and competency management systems you can purchase so your employees can practice and take exams on them.

There are many ways you can implement a CRM solution into your company including meetings and using the computer systems.

Implementing CRM Strategy

The strategy for Customer Relationship Management may differ within each company. Depending on the company needs and focus they might consider the entire workplace responsible for total CRM or only the sales
team.

Most companies who take Customer Relationship Management seriously believe it is the entire organizations responsibility to ensure total customer
satisfaction. It is believed every job works hand-in-hand and everyone is working toward the same goal.

That goal is an excellent customer experience for every customer that walks in the door. Each department works together and when one link in that chain breaks then the entire experience can be tattered.

Everyone must work together toward the same goal of customer satisfaction to provide the best results for Customer Relationship Management possible.

Many companies who rely entirely on their sales team looks at Customer Relationship Management differently.

A company who might look at it differently is a life insurance company sales team. Everyone in the sales office might believe that the customer experience is entirely up to the sales representative.

They are responsible for getting their own clients and making their own sales and if they lose a big client, no one is to blame but the sales rep themselves. This can ring true for car sales businesses and the like.

Companies view CRM or Customer Relationship Management differently. Not all companies believe it is the entire organization’s responsibility to keep the customer happy and provide an excellent experience.

It usually depends on the business and how they are setup.

Improving Sales By Implementing CRM Strategy

A big benefit to implementing a CRM strategy is the growth in sales. You will see your sales numbers increase dramatically when you successfully put a
Customer Relationship Management solution in place.

When you have bad customer service in all aspects of your company, then sales usually tend to be quite low.
This is because your level of returning customers is extremely low.

Customers can sense when employees are disconnected and not happy with their positions. This doesn’t necessarily mean they are not happy but that they don’t feel the importance or the impact of their position.

Employees need to be working toward the goal of making a customer experience fantastic. When the customer service is not good then customers don’t even want to be in the business, nor do they want to spend money.

The first response is to leave.

When you implement a strategy to provide an excellent Customer Relationship Management solution you will increase your sales.

Your employees will have an idea of how their position contributes to the success of the company.

Your customers will sense and see good attitudes with the employees and they will be treated properly by the staff.

Customers will spend the money and shop in your store. They will also recommend you to their friends if they like the experience that much.

Sales are sure to increase when you implement a CRM strategy with your business. This is because the customers are aware when the employees work together and like their jobs.

Employees should care about the customers and about creating an excellent experience for everyone.

The Role Of Customer Facing Operations With CRM

Customer relationship management is a strategy focusing on the customer making their experience excellent with the business.

The customer facing operations aspect of CRM is vital because these are the individuals the customers have direct contact with.

People can be the customer facing operations portion and provide the experience the company desires when they work in positions as customer service, sales, or any position that has direct contact with.

When you have direct contact with a customer and you are polite and courteous then you are creating a good experience for them and it makes them want to come back. This includes answering any questions the
customer might have and if you don’t know the answer then finding someone who does.

When you are rude or discourteous to a customer then you are creating a bad experience and potentially losing a customer for life.

Computer systems and other forms of technology might be the responsible for CRM also. This might include data terminals in a book store you use to look up books, public computers at a library, or the wireless access you would like to use in your bedroom.

If the equipment you offer to a customer for use doesn’t work then this too is creating a bad experience which may also cause you to lose a customer. Especially, if you offer wireless Internet in a hotel room and it is not working.

This is because many people will stay at your hotel because they need to be able to get work done while they are traveling. You will lose them as a customer if your equipment isn’t functional.

CRM is a strategy that focuses on every aspect of the business to create an outstanding experience for your customers.

The customer facing operations is the portion of the business that has the most contact with the customer.

Collaborative CRM

One of the goals of Customer Relationship Management is to provide an infrastructure of support that is effective and responsive to support questions raised by customers, complaints, and any other issues.

The Collaborative portion of the CRM is to coordinate a multi-channel service and support system within the company that can take care of these issues.

A technical support department has interaction with customers. It is common for customers to submit questions or complaints about things to the technical support team.

For example, customers are often asking for an online system to make purchases or check the status of their order.

The technical support team will take these customer issues to the Collaborative CRM who can use this information to provide better customer service and create this online need.

The ultimate goal of the Collaborative CRM is to improve the customer service experience and ensure everyone is happy.

They might distribute surveys out to their customers or send them by mail if a mailing list has been established to find out answers to certain questions.

Surveys are often used to find out about customer satisfaction regarding certain products or the shopping experience.

Surveys often provide a lot of useful information to the Collaborative CRM team when the receive comments like the bathrooms are filthy, the sales girl was very rude, or maybe someone couldn’t find a customer
service representative for over ten minutes.

Collaborative CRM gives management an idea how to make changes within an organization or what things are not being done so they can ultimately improve the customer experience.

External Collaboration Functions of CRM

An aspect of Customer Relationship Management that is extremely important is the external functions. This might include vendors, distributors, and suppliers.
These relationships and processes support the customer’s experience in many ways.

When a company has a good relationship with a desired supplier then they are able to offer the customer certain items. If a business does not have a good relationship with a supplier then the customer can suffer if that is the only supplier that offers a particular item. This will force a customer to go to another business who can give them what they want.

The relationship with vendors and suppliers also contributes to the prices a company might offer for a certain item.

If a company can only purchase certain merchandise from a supplier at a 5% discount then they may not even shelf the item.

This is because they don’t stand to make much of a profit once the item sells and it is a bigger loss to them if the item doesn’t sell and they have to mark it down as a clearance item.

If there is a good relationship with the distributor and the company gets a 40% discount on everything they purchase from them then they can offer the items at a cheaper rate because they will make more of a profit from the sale.

The external collaboration functions impact the customer directly when they want to purchase a certain item that is not offered or when they are offered an item at one business significantly cheaper than from you.

Internal Collaborative Functional Operations In CRM

The people who work on the back end of a business are ultimately responsible for the way things work for a company.

Although, to a customer their work and duties are not visible, they are the ultimate lifeline for CRM.

Many of these positions include departments like information technology, billing, maintenance, planning, marketing, advertising and more.

The Information Technology department assists with internal collaborations by ensuring the employees have phone lines, computers to work on, and information processes in place. When these are not occurring as they should be then the employees are unable to do their jobs.

An Advertising department also works behind the scenes for the customers to create an image for the company.
They also create discounts and coupons for the customers. The advertising department is in charge of grabbing the attention of the customer in a positive way.

The manufacturing department is who is responsible for creating the customer’s products. This department is usually noticed the least along with the maintenance department.

Although the customer’s primary purpose is to purchase the product coming from manufacturing they never experience contact with these people.

Manufacturing ensures good CRM by creating a quality product and using quality assurance methods to be sure the customer’s never get a defective product.

There are many departments that work behind the scenes to ensure the customers have an excellent experience with a company.

According to the strategy and theory of quality CRM, the entire company and every department is responsible for creating the experience.

Teaching New Employees About CRM

One of the best strategies a company can have is putting new employees through a Customer Relations Management training session before they begin their jobs.

Human Resources can make this happen and this will ensure the employees begin their positions the way they should.

Human resources are the department that should be responsible for ensuring a Customer Relationship Management module is in place and working properly.

They should work closely with management and employees to ensure everyone knows their role as an employee and that they have a clear understanding of their job responsibilities.

Human Resources can help an employee understand how their position ties in with the entire company and how they are important.

All employees entering into the company should immediately go through a CRM training program. This will give the employees a clear understanding of the company’s goals and where they want to be headed.

An employee can also understand how their particular position is important for the company to meet the desired goals and why the company needs them.

It is important to instill a sense of importance into the employee from the get go so they begin their new position with a sense of being needed.

When you don’t instill these things in an employee immediately, they may think they are just collecting a check and have a bad attitude.

Human Resources should work closely with the management and all of the employees in a company.

to ensure everyone is working toward the company goals and they believe in them.

New employees should immediately be placed in a Customer Relationship Management solution to empower the employee and give them an understanding of their importance.

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