The concept of customer relationship management in not something new. The need to maintain a healthy and trustworthy relationship with your customer has been there since forever. It’s just that with the changing business dynamics over the decades, CRM strategy has also evolved and has become more technology and automation focussed in the recent years. Now with the businesses getting more customer centric than ever before, the CRM needs to be more robust and well planned. And deciding on your CRM strategy doesn’t just mean choosing the right CRM software or finding the right CRM system developer. CRM strategy is much more than that.
In this article, we have explored how you can create the right CRM strategy for your business for it to serve your business goals in the best possible manner.
Set your goals
If you are adopting any strategy or plan for your business, you need to draw a blueprint for what you need to achieve through it. Same applies to your CRM as well. You shouldn’t just start because you know you require a CRM system. Plan on what you need to achieve specifically for your business and how to execute it. Breakdown your goals to smaller units and keep them flexible enough to divert if required.
Classify your customers
‘Every customer is equal’ doesn’t work anymore. You have to classify your customers in the interest of your business and to serve them better. To increase the effectiveness of your CRM, differentiate your loyal customers and the new ones and choose actions accordingly. While loyal customers should be timely rewarded, new ones need more scrutiny on behavior to convert them into returning/loyal customers.
Organize customer information
Customer information is not collected through a single channel. You need to synchronize information you get from sources other than your CRM system. Information can be collected from back office systems like accounting, human resources, manufacturing, and inventory to get a 360 degree view of customer behavior. The secret to create an effective CRM system is to integrate all the information available from different sources and employ it for the benefit of the enterprise.
Guide your employees
Communicating with your employees and guiding them is an important part of your CRM system because no matter how robust your CRM is, it’s not going to work without them. Communicate every step from the very beginning including your goals and future plans. You should run a training program to guide them on how CRM can decrease their work and increase efficiency. Also, keep the doors open for suggestions so they can suggest better ways and technologies to make your CRM system successful.
Integrate and sync your CRM with other departments
Your CRM system cannot stand alone. For best results, you will need to integrate all other departments of your business to it. If your CRM is effective enough, it can automate the process and save you a lot of manual work.
Evaluate and work on the shortcomings
It’s an ongoing process which needs constant evaluation. Evaluate your CRM and if you come across anything that’s hindering the progress of your business or can be implemented in better ways, go for the change. Shortcomings of your CRM strategy cannot be predicted beforehand so you need to keep it flexible towards any change, if required.