This article throws light upon the five main factors responsible for the success of CRM. The factors are: 1. Strong internal partnerships around the CRM strategy 2. Employees at all levels and all areas accurately collect information for the CRM system 3. CRM tools are customer and employee friendly 4. Report out only the data you use, and use the data you report 5. Don’t go high-tech when low-tech will do.
Factor # 1. Strong internal partnerships around the CRM strategy:
CRM is a way of doing business that touches all areas of your organization. This means that you and your management peers need to form strong internal partnerships around CRM. If you and your organization are early on the road to CRM implementation, now is the time to bring your CRM needs to the table, and to be open to listening to the CRM needs of other areas. You may find that you have requirements that are, at least potentially, in conflict. Resist the temptation to go to war for what you need.
If your organization has gone off the partnership road with CRM, then now is the time to come back together and rebuild partnership with the area that is currently championing CRM. Let them know that you appreciate what they have done. Let them know what data you have to offer and help them understand how you plan to use the data you request from them.
Factor # 2. Employees at all levels and all areas accurately collect information for the CRM system:
Employees are most likely to comply appropriately with your CRM system when they understand what information is to be captured and why it is important. They are also more likely to trust and use CRM data when they know how and why it was collected.
Factor # 3. CRM tools are customer and employee friendly:
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CRM tools should be integrated into your systems as seamlessly as possible, making them a natural part of the customer service interaction. A major manufacturer of specialty pet foods redesigned the pop-up screens for its toll-free consumer phone line.
In the original design, the final pop-up screen prompted the representative to ask the caller’s name and address. Yet, representatives had found that it was easier and felt more natural to ask, “What’s your name?” and “Where are you calling from?” and “What’s your pet’s name?” at the start of the call.
Factor # 4. Report out only the data you use, and use the data you report:
Just because your CRM tool can run a report doesn’t mean it should. Refer back to your CRM strategy, and then run the data you will actually use. And share that data with your team.
Factor # 5. Don’t go high-tech when low-tech will do:
At Harley- Davidson outside of Milwaukee, WI, during the summer they often leave open the big metal doors to the manufacturing facility to let in any breeze and the cooler evening air. Unfortunately, open doors occasionally let in other things, including skunks.
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A team met to consider the problem and possible solutions. After discussing the pros and cons of screens, half-doors, or keeping the doors shut, they came upon the ideal solution. When a skunk wanders in, just leave it alone and wait till it wanders back out.
Skunks may be Harley fans, but they never stay long. Organizations that successfully implement CRM look for the simplest solution when implementing their CRM strategy. A low-tech solution that works for the people who actually use it is more effective than a high tech solution that is cumbersome, costly and apt to be discarded or inconsistently implemented.