Top 5 Challenges of Customer Relationship Management Implementation
19 Jan. 2018 Software Development
Mobility & innovation are the two key drivers to achieve business goals for any enterprise. Today, customer relationship management (CRM) plays a crucial role in managing numerous interactions with existing and future customers. CRM enables collaboration among various business functions such as sales, marketing, customer service and technical support.
This article explains why CRM is essential for your organization, and the key challenges you may encounter while implementing it.
Why is CRM important for your Business?
Customer satisfaction is the key to business success. In order for a business to consistently maintain success, it needs to satisfy its customers by interacting with them, understanding their needs and expectations, and providing high-quality products or services at a competitive price. These interactions should be tracked and analyzed in an organized fashion to foster long-lasting customer relationships which in turn transforms into long-term success.
One of the best examples of CRM implementation done right is Zappos. Founded in 1999, it started off as a shoe selling company with their prime focus on customer service. It later expanded its product range from clothes to handbags and commanded nearly $2 billion worth of revenue. It was no surprise when Amazon acquired Zappos in 2009 for a sizable amount to capture the essence of their customer service.
Building customer relationships seem simple; however businesses around the world have struggled with it. The key element is the need to get a 360-degree view of customers. This is the reason why SMEs and other global corporations are investing heavily in CRM solutions.
CRM – Software or Business Project?
CRM is not a mere software but a business philosophy. It is a strategy implemented using a software solution that typically accumulates data from all the customer-facing departments like sales, marketing, customer service, etc. It cannot be delegated to the IT department without a thorough understanding of how it will be implemented and used in your organization. Any company that aims to do so will fail – sooner or later.
Choosing the Right CRM Product
When shortlisting the top CRM solutions, it is essential to analyze the overall capabilities of a product. Apart from a range of common features and functionalities like data segmentation, campaign management, response tracking, etc.,a CRM solution should also facilitate out of the box security, third-party integration, online/offline access, scalability, and deployment flexibility.
As a thumb rule, consider a product like Microsoft Dynamics CRM that offers multiple modules such as sales automation, marketing automation, and customer support and services.
Dynamics CRM lets you add these modules to your system when required with just a few clicks. Through Dynamics CRM development, you not only address your immediate CRM needs but also ensure your organization’s success in the long run.
Key Challenges in CRM implementation
- Defining Clear Objectives:
- Appointing a Core CRM Team:
- Defining the Processes:
- Managing the Application:
- Finding a Right CRM Partner:
An organization must define a clear set of objectives that need to be achieved through customer relationship management implementation. Ensure the objectives are measurable. By doing so, you can assess the benefits and challenges of CRM while tracking the return on investment.
One of the major problems in implementing CRM is that many organizations assume it to be an IT project. You must rather employ a core CRM team that works with the company’s stakeholders, senior executives, customer support professionals, and end users to understand the requirements. Once the requirements and objectives are clear, you can allow the IT team to initiate the CRM implementation process.
The process to implement a CRM should be defined clearly in order to ensure the success of your CRM project. One good practice is to create a central repository, accessible to all, which stores all the process definitions. This allows the document to be available for reference by anyone using the system.
Key processes that you need to define from the start can include change management process and feature re-evaluation process. Also, the security measures with adequate access and authorization rights should be in place to prevent unauthorized access to data and security attacks.
Once the CRM has been rolled out, it is important to re-align it with your company culture. Mapping your business operations with the CRM application lets your end users perform day-to-day operations using the CRM application by default while allowing you to keep a track of everything through a single platform.
A right CRM development partner helps you ensure the success of your CRM project. Ideally, you must select a partner who can cater to all your CRM requirements such as consultation, development, customization, integration, and maintenance. The partner must also blend with your work culture while understanding the potential risks and challenges of customer relationship management system and the methods to address them.
The Final Word
CRM implementation can help your business increase sales efficiency, drive customer satisfaction, streamline business processes, and identify and resolve bottlenecks – all of which directly contributes towards the bottom line revenue as well as assurance of repeat business. CRM solutions are not just a nice-to-have but a necessity in a world where customer retention is of prime importance.
As a Microsoft Certified Gold Partner, Rishabh Software helps global enterprises customize and integrate Dynamics CRM with their existing enterprise applications to help them manage the entire customer relationship management lifecycle and make informed business decisions. Connect with us now to know how we can help you deploy a CRM solution for your organization.