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To what you should pay attention before implementing a CRM system
Below we explain with the help of 10 points, what elements you should review before the implementation of a CRM system. The list is intended to serve first as a reference and as a suggestion. For detailed information on the introduction of a CRM system in SMEs, read the guidelines published by your local competent authorities.
- Be aware of what you want to achieve with a CRM system. Develop clear objectives and communicate them in your company.
- Analyze your corporate processes: where are information stored? Who needs which data? With which channel of communication and by who were they passed? Thus, you are aware of the current situation of your company and can realize the potential scope of the project.
- Analyze your customer base and ask, for instance, the following questions: what information do you have about your customer? Have you organized them according to certain criteria? How do you evaluate the information? What impact have the analysis results on your customers-oriented processes?
- Structure the work processes. For a successful implementation and use of a CRM system, clearly defined work processes are a must. The measurement of progress, e.g. on the path to the order, is impossible without them.
- Ask yourself the following question: which processes would be considerably optimized by a CRM system and have the greatest use? A visible success increases the motivation of your colleague. Involve your colleague in the CRM project, for their acceptance is a requirement for a CRM implementation.
- Check for which departments the topic is relevant and determine a person in charge.
- Consider before the implementation which functions the CRM system has to fulfill. Avoid the purchase of functions and modules that your company doesn’t need at first.
- Find out more about various CRM systems in order to understand which software fits your company (Industry, size…) and your individual requirements.
- Provide a specification document, in which you record the technical and contentwise requirements to a CRM system and specify the targeted condition of your company processes.
- Do not consider the introduction of CRM as a time-limited project. Ideally the company “lives” the CRM culture as it is a customer-oriented focus.