Techblog
CRM for SMEs: Implementing CRM for your business - the Dos and Don’ts
By the myBusiness techblog team
Let's think about Amazon.com. Shopping there feels the same as a real store staffed by real salespeople. You don’t actually speak to anyone, but there's still this sense of a relationship. Why? One possible reason could be because of the relevant recommendations that it provides while you shop. Amazon attempts to build a bond with you by acknowledging you as a repeat customer. It presents you with gifts like free thermal coffee mugs to show that they care. There is no actual human being behind the computer screen, but what lies behind the engagement is actually technology - Customer Relationship Management (CRM) software.
Growing businesses need a comprehensive approach for creating, retaining and expanding customer relationships. Before you invest wads of cash into a CRM project, look below for some pointers on how to make your CRM a success.
- "We only need a small plan."
If you want to grow your business, then you need to think big. Your CRM plan needs to include a lot of what bigger organisations will use, taking into consideration how you may need to scale up as your business grows. Conversely, going too "gung-ho" with excessive plans will result in a CRM implementation that is too big to manage, and it might not even address your current needs.
- Look for problems.
Create a detailed list of problems your customers face right now. Develop a clear plan to solve these problems. This plan forms the core of your CRM strategy, which needs to be clearly documented before you implement CRM. Implementing CRM without conducting an analysis or determining marketing goals is like building a house without a proper engineering or architectural plan.
- Ignore no one.
This may be the first time you have had to decide who does what, so take a moment and think about roles of your staff. CRM is a technological tool but if you just delegate it to just the IT guy, your customer relationships will suffer. Involving backend staff matters - they may not deal with customers directly but their process supports your frontline staff. To get the most ROI on your CRM investment, all your staff who use it have to trust it and advocate it. Make sure the tools are both customer and employee-friendly.
- Choosing the right vendor.
After you have developed your CRM plan, let your shortlisted CRM vendors sieve out problems and cook up a recipe of solutions. Don’t spoon-feed them with answers. Rate your vendor's problem-solving skills as part of your evaluation of them.
- Quantify how much you would lose if you went without a CRM solution.
Does it cost more to hire a team of people than purchase a CRM software that automates the process? What is the impact on your customer base? Quantify where possible so that you have a way to measure the success of CRM after implementing it.
- Watch the clock.
According to Gartner, CRM fails when the roll out time is too long. Some vendors take just 9 days while others can take 24 months. Plan ahead and make sure things run on schedule.
- It's okay to go low-tech.
If all you need is simple technology, then don’t aim for high tech solutions. There are comprehensive yet simple SaaS-based solutions available that are more than sufficient to address your CRM needs. Make sure your revenues support your investment.
Think for a moment. What drives your customers to do business with you? Start off with this basic question: "What information about your customers would help you grow the amount of money they will spend with you?" Remember that CRM technology is just a technology. Plant the seeds of a good strategy before approaching a vendor.
Why not give CRM solution a try? Singtel myBusiness is offering a 1-month free trial of Second CRM. Click here to learn more about the solution and sign up for the free trial.
This is part of a series of articles on Customer Relationship Management. Learn more about CRM in the following articles:
- The power to impress your customers with CRM
- Implementing CRM for your business - the Dos and Don’ts
- How to generate leads online with CRM
- Social CRM: Putting your best face forward