You have heard all the benefits of implementing a CRM software solution: sales growth, marketing
efficiencies and lead generation, streamlined communication across departments,
just to name a few. However, many organizations purchase a CRM software package and find that the solution is
not giving them the return on investment that it could.
How do you determine what kind of an investment you should
expect with a CRM? First, before
you start demos on any system, you should determine what your
goals are for a CRM
software investment. Usually, companies are directing their thinking into one
or more of these three areas:
- Finances: Your finance department may be looking for ways to reduce costs or drive up revenue.
- Marketing: Your marketing goals may include generating new leads, looking for opportunities among existing customers or improving customer satisfaction and loyalty.
- Operations: The goals for operations may be focused on streamlining processes or improving productivity.
Once you have determined your goals, it is important to
outline the ways you will measure success in these areas. Some may be difficult
to measure, such as customer satisfaction, but even that could be estimated
with a before-and-after customer survey.
Keep in mind that your CRM
software will not be able to solve every problem or resolve every inefficiency
in any department. However, by defining a few areas that you would like to
improve, your CRM system may be
effective at identifying specific behaviors or steps in a sales process or
marketing initiative that are particularly successful.
Customization
Many CRM solutions
are fully customizable. Whether you purchase a boxed CRM
software or have one designed from scratch for your business’s unique needs,
keep in mind that generally the software can be adapted to suit your goals.
When companies dissatisfied with their CRM software talk about their frustrations,
however, some cite the customization that they initially sought. Companies can
get carried away with customization, with every department from finance to
operations looking for special tools. Before long you have sales reps drowning
in fields they have to fill and compliance goes downhill.
Looking Ahead
When you determine the goals for your CRM and set out how you will measure success, talk
with the software providers you are considering about what might be on the near
horizon for CRM software. Can it
handle social media data and support immediate responses to customer inquiries?
Does it provide mobile app technology to keep your sales reps out in the field?
Many software options are going to cloud-based
solutions, too, so it’s important to consider what your expectations
are and whether your software provider can support them.
If you need help talking about goals for CRM software and evaluating ways to measure
success, give us a call at Front Row Solutions.
We provide the latest technological advances, including mobile CRM apps and social media data management. Let us
show you how our solutions can help streamline processes and grow sales in your
organization.
