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Can Your CRM Evolve as Fast as Your Customers? (Part 10a)

14 December 2012
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The challenge to midsize businesses is clear: you need to adjust your CRM strategy to market, sell to and service customers on their terms, consistently, across all channels. But how? Every company will be different, but there is a set of critical points you must consider when evaluating a new approach to your CRM planning:

CRM Software

Can Your CRM Evolve as Fast as Your Customers? (Part 10a)

The challenge to midsize businesses is clear: you need to adjust your CRM strategy to market, sell to and service customers on their terms, consistently, across all channels. But how? Every company will be different, but there is a set of critical points you must consider when evaluating a new approach to your CRM planning:

Examine the goals you are trying to reach. Understand what CRM is and the business functions this software and others that support it, including analytics, data integration and collaboration are intended to enable. See what specific objectives these tools can meet, how long they will take to get there and at what costs, and determine the returns.

Seek out and get buy-in from the very outset with all stakeholders: senior    management, marketing, sales, customer service/contact center and IT. Find out their pain points with the firm’s existing sales and customer care processes. Discover their thoughts and suggestions for solutions: what they want to see and avoid. Ask their opinions of and uncover any    reservations they have about CRM and other related tools in order to deal head-on with any strongly held views they may have on this technology— traditional CRM has earned a bad reputation.  The IT department can be an important ally during this process. They can help senior leadership to better understand the technology requirements on the infrastructure in order to deploy and maintain a CRM platform such as modularity and open-sourced software.


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