Tips for Managing CRM Project Requirements

The universal rule of thumb in businesses or the 80-20 rule states that 80% of a business’s sales come from 20% of its customers; this goes to show the importance of customer relationship management, also emphasizing on the fact that customers hold the reins to the relationship. Without a CRM, a sale is just a one-time sale; you create a loyal customer and improve his buying frequency only by ensuring proper service. It is very important to understand that the need for implementation of a customer relationship management project in a business is necessitated by the simple fact that it is always easier and economical to market to an existing customer than approach a new customer.

1. Money vs. Goals

Implementation of a good CRM tool involves putting a lot of money on the line, and irrespective of how impressive and efficient the tool is, if it does not aid the business in achieving its goals, it will be branded incapable. It is important to assess the feasibility of goals and the difference the CRM tool is going to bring about to the business, before the actual implementation. The goals of the company have to be in tandem with the CRM tool.

2. Choose the CRM tool best suited to your business

There are multiple tools available in the market, and the cost of licenses and maintenance of different tools will differ based on the application. It is imperative that you choose the right CRM tool that manages all modules of your business without affecting the normal functionality. In case you are not in a position to make the choice, hiring an expert or emulating the CRM tools in other similar business is advisable.

3. Identify your executive sponsor

It is essential to identify the executive sponsor who will play a key role in validating the project; there would necessarily be requirements and expectations of the sponsors from the CRM project. Their role in deciding after a period of time about the project’s future should be made clear to them; it is important to make the stakeholders aware of the sponsor’s role.

4. Define means of assessment and evaluation

Every business defines success based on different parameters; it is essential for you to define your goals and set benchmarks before implementation of the CRM project. This makes it a lot easier for evaluation of your standing after the CRM project starts functioning in full swing. A CRM project costs a good deal of money and justification for the expenditure needs to be established; this can be done only by evaluating the actual and set benchmarks.

5. Allocate funds for the CRM project

Like every other project designed to improve the sales of a company, a CRM project involves quite a bit of expenditure for its functioning and efficient performance. Without the proper amount of funding, the CRM project could add less-than-desired effect to the sales quotient of the business and perform at a reduced efficiency.

6. Train your employees on CRM-specific modules

While the term “CRM” is not new, there will be people in every organization who do not fully comprehend the meaning of the term and what it entails. It is incumbent on the upper tier management to make sure that all the parameters involved in CRM are explained to each person in the organization. This ensures compliance of all people with the new policies introduced in the corporation owing to the incorporation of a new technology.

7. Form a special CRM team

A specific level of skill and training is required of a person to be able to use the CRM tool with ease and deliver results with high efficiency. This requires the management to form a team and train them on the CRM tool, and place them under the leadership of a skilled person who ensures that the results of the project are in tandem with the company’s visions.

8. Define the term “customer” unanimously

Different departments in your business could have different perceived views on how a customer is defined. To achieve maximum possible customer satisfaction, it is necessary to agree upon a common definition of customers, their traits and behavior.

9. Manage your customer database

The most important requirement of a CRM project is to know who your regular customers are, their frequency of buying, and how likely they are to suggest your products and services to their friends. The company must constantly update their details on customers, seek out new information and ensure that all the news about products and services you offer reach them.

10. Feedback from customers is key

There could be a definite possibility that the implementation of CRM had nothing to do with the increased sales in your company, because there have been cases where the improved sales quotient of a business coincided with the CRM project. It is better to find out from your customers if the new project benefits them in any way so that you can ensure that there would be a good extrapolated positive slope in your growth.

Comments are closed.