Discover the 9 steps to implement a CRM strategy in your company – WAU
Does your business put the consumer at the center of the strategies? If not, it’s time to implement a CRM in your company. Customer Relationship Management (CRM) is often considered a synonym for the software used to manage customer relationships. It is essential to structure the sales pipeline and customize the […]
Does your business put the consumer at the center of the strategies? If not, it’s time to implement a CRM in your company.
Customer Relationship Management (CRM) is often considered a synonym for the software used to manage customer relationships. It is essential for structuring the sales pipeline and personalizing interactions with consumers.
This is the solution that most businesses are adopting. Among the more than 900 companies interviewed in the TechTrends 2018 survey, 56.9% use a CRM tool.
However, CRM is not just technology. This area involves all customer relationship management, which places the consumer at the center of business strategies. What matters is no longer the company itself, its products or services – the focus is on customers and generating value for them.
So don’t think that just purchasing software to implement CRM in your company. It is necessary to adopt an implementation strategy, from planning to evaluating the results. This, then, is what we will see in this article.
Now follow the step by step to implement a CRM. But first, let’s understand the importance of this for your business!
Why is it important to implement a CRM correctly in your company?
The first step in implementing a CRM correctly in your company is to understand that it is not just a system. The software is what allows you to put the CRM strategy into practice. Without planning that supports the actions, it will not bring the results you imagine.
On the other hand, if you follow the step by step that we will present below, CRM tends to bring many benefits to your business.
The main one is to improve the customer experience with the brand. After all, they will be the focus of your company’s operations, to whom all strategies will be directed. The result of this is much more satisfaction.
Thus, the strategy contributes to generating more business, retaining more customers and increasing the average ticket. Therefore, implementing a CRM is important for reducing costs and increasing business profitability.
For internal processes, CRM also has several advantages. With all the information concentrated in one place, communication noise is reduced and access to data becomes faster and more practical.
Task automation, made possible by the CRM tool, also brings more agility and productivity to the team.
What are the steps to implement a CRM?
Implementing a CRM, therefore, creates competitive advantage for companies.
This process can be divided into three big steps, common to the implementation of any strategy: planning, execution and evaluation. Within each step, you must follow some steps to achieve the desired results.
See now the details of each step to implement a CRM.
CRM strategy planning
Implementation starts with planning. Although it is not the most common practice in companies, it is important to spend a lot of time in this step.
It lays the foundation for the strategy and is essential to its success.
1. Do a company analysis
Start by doing an analysis to identify the context of the CRM implementation and the business needs. Ask some questions like these:
- How is customer relationship management today? What processes does it involve?
- What are the professionals related to this area?
- What is your budget for CRM?
- Is the company prepared to change the corporate culture (focus on the customer)?
- How are your business processes (sales, marketing, HR, support, etc.)?
- What are the characteristics of the market in which the company operates?
- Who are the competitors? How do they make the relationship with the customer?
With these questions, which cover both the internal and external environment, it is possible to map the scenario.
2. Define the objectives of the strategy
After mapping the scenario, the next step is to define the objectives. When implementing a CRM, do you want to increase profitability? Improve lead qualification? Increase loyalty? Decrease the cost of customer acquisition (CAC)?
To guide the strategy, objectives should be broken down into goals. They establish the number or percentage that must be reached and a deadline for this. For example: decrease CAC by 15% in the next 6 months.
After the goals, it is also necessary to define the key performance indicators (KPIs). They demonstrate whether, at the end of the period, you have achieved your goals or not.
3. Define the team and those responsible
In the strategy planning stage, the team that will be involved must also be defined.
Probably, your entire team will be involved in CRM in one way or another. For this reason, it is important to define the responsibilities of each employee, especially those who will be directly committed to implementing the strategy.
This is also necessary for establish access levels to the CRM tool in the execution step.
4. Choose the CRM tool
The choice of the CRM tool should also be in your planning. After all, putting strategy into practice depends on it.
There are several options on the market. Therefore, it is necessary to keep in mind the aspects of the previous steps: to understand your business deeply and define objectives, needs and budget.
Understand what the tool needs to have to serve your business. Important points are:
- integrations with other tools;
- data storage capacity;
- report generation;
In addition, also investigate the reliability and quality of service from the supplier.
Execution of the CRM strategy
Based on the planning, it’s time to execute the CRM strategy. Come on?
5. Map the processes
In planning, you went through the step of mapping business processes. Based on the identification of current bottlenecks and problems, it is possible to define a new, more efficient structure for the processes that involve CRM.
In this step, create an activity flow chart for each process and identify the areas involved, those responsible, the deadlines and the expected results.
Thus, you can see how CRM gets involved in the processes and design a new structure to configure the system properly.
6. Configure the CRM tool
Finally, implement the CRM tool. In this step, you must use the information from the previous steps to configure the software, which usually brings several customization options to meet the demands of your business.
From the mapping of the processes and the definition of the team involved, then, you must enter the information in the system and point out the activities of each user.
For example: for the customer support process, define the path that the user’s message takes, who should answer it, which alerts should be issued, among other aspects.
In this step, vendor support is essential to guide system configuration and customization, in addition to data migration from previous systems.
7. Align the team
The execution of the strategy also depends on who is responsible for applying it on a daily basis: your team.
First, you must invest in efficient communication about the project, which is essential to awaken engagement and commitment to the new strategy.
Clarify what the company’s goals are with CRM and what benefits it brings to the business. Also explain what are the employees’ responsibilities and how each one can contribute to improving the relationship management with the customer.
At this stage, also it is important to train employees to use the tool, according to your profile.
For example: the sales team must master the resources to manage leads and monitor opportunities, while managers must be trained for the management part, such as controls, setting goals and generating reports.
Understand that, to implement a CRM, it is usually necessary to change the team’s habits and the company’s culture, which can take a while.
CRM strategy analysis
Anyway, after executing the strategy, it’s time to understand if the company managed to achieve what it wanted.
8. Analyze KPIs
Do you remember that, in the planning stage, the goals and indicators of the strategy were defined? Now is the time to analyze whether you got where you wanted to be.
If you selected the cost of acquiring customers as a KPI, for example, look at your result. Analyze if it hit the goal you had set.
Then, based on this and other indicators of the strategy, identify the optimization opportunities to achieve or improve your results.
9. Adjust the strategy
When analyzing that the cost of acquiring customers is still high, for example, you realize that adjustments must be made to speed up the sales cycle.
Then, in this step, adjust the processes if the results have not yet been achieved or can be improved. The intention is to eliminate flaws that are hurting the strategy.
Implementing a CRM is not a job with a beginning, middle and end. You will always have opportunities to improve the strategy and have more expressive results – as long as you implement a constant process of monitoring and adjustments.
There: now you have a step by step to implement a CRM in your company!
Remember that the system alone cannot deliver the results you want. Human intelligence to define the strategy and configure the tool is essential to achieve the objectives of managing the relationship with the customer.
By placing the consumer in the focus of the strategies, you will see that the business results will multiply. More positive experiences, satisfaction with the brand, productivity for the team and intelligence for the strategies are the main benefits that you will reap.
With that in mind, also check out our complete content on Customer Success and learn how to generate even more value for your customers!