For a great customer experience with CRM (Customer Relationship Management), the introduction of a corresponding process and system always has far-reaching consequences for your company or organization.According to these far-reaching changes, CRM is a very important and central strategy.
Investment in the future
CRM is first and foremost a strategic orientation and only in the second step a system. Many companies have invested a lot of money and effort to find a suitable CRM system to evaluate and introduce.
Companies and the people involved often overlook the fact that CRM is an ongoing process. However, the CRM process is not completed when the system goes live. In addition to the strategic orientation of the company towards CRM, the anchoring of the process in the company, particular attention must be paid to how the selected system is optimally used.
Sometimes this is often not the case and the CRM system degenerates into a data silo, does not bring its added value to bear for the company and the desired "Customer Experience" does not present itself.
Understanding CRM as a business process
To counteract this, the establishment of CRM in the company should not only be understood as a process, but also treated as such. It is recommended to rather start with a smaller scope of functions at the beginning of the CRM introduction and to let the system grow with the employees and the company. Particularly in the first weeks and months after the introduction, suggestions for improvement and requests for enhancements will come in.
With a clear strategy for the Implementation and further development of the CRM system, you realize that additional functions will simplify, automate and accelerate business processes. The path to a true, great customer experience is thus paved.
Over time, the CRM system will help you and your company break down data silos, get a clear and sustainable view of your customers, and profitably adapt your business as well as sales strategy to the respective market requirements.
Regular review of strategy and process
If you already have a CRM process and a CRM system, we recommend that you review both regularly and, if necessary, adapt them to current requirements with external support.