Even companies still starting up need to implement Customer Relationship Management(CRM) to improve their customers’ experience. This is because, in the current reality, it is necessary to engage with the client from the beginning so that the results are promising in the short, medium, and long term.
For example, if the company provides a blog and a user is interested in the content, it is necessary to have an engagement process that helps to respond to the interaction quickly so that the lead is satisfied and willing to continue the relationship with the organization.
That is, regardless of the segment, size, or length of service of an organization, it is recommended to have a CRM system to optimize processes and increase results. But, if there is still doubt, some indicators prove the need to implement a CRM. Meet some of them:
Lack Of Positive Relationship With Customers Or Potential Consumers
If your brand usually creates generic relationships with your customers, know that good relationship management can improve these processes. According to a study by The Rockefeller Corporation, 82% of people give up on a product or service because of customer service issues or horrible shopping experiences.
Disorganized Commercial Structure
Another problem that points to implementing a CRM is disorganized sales processes, especially if team members cannot establish intelligent commercial strategies.
Good relationship management is capable of increasing efficiency in closing purchases, as well as allowing adequate follow-up during and after each process.
Slowness In Processes
If your business has well-defined structures but is slow in executing some tasks, a CRM will help solve this problem, creating steps that obey logical and optimized journeys. The lack of processes can make it difficult to solve and execute simple or complex tasks, impacting your brand’s consumer service.
Competitive Disadvantage Compared To Competitors
All of the weaknesses mentioned above can lead to more significant problems with competitors, especially if these other companies have competitive advantages in delivering solutions to the audience you compete for. So, if your competitor is ahead in the journey to conquer customers, it is worth investing in better relationship management.
Disorganized Customer And Lead Data
There is a time when more straightforward spreadsheets or databases can no longer support all the information captured by a company. If dealing with this data implies more laborious and time-consuming processes, now is the time to look for more innovative solutions.
The disorganization of information can also lead to inaccurate reports, which, in turn, can lead to decisions that will not bring results to the company.
Need For Team Integration
Integrating can be a keyword for those who want to optimize processes within a company. In this sense, CRM is important because it allows teams or sectors to work in a unified way, under the same purpose.
An example would be organizations with internal and external consultants, support, and after-sales teams. Generally, a customer’s purchase journey includes all of these steps. Good relationship management can integrate all the services and allow the user experience to be positive and generate profits.
How To Choose The Ideal CRM?
From what we have shown so far, you are possibly convinced that implementing CRM to optimize management is what is needed to increase results.
However, there can also be doubts about how to start and what criteria to choose the ideal software. Some tips will help. See what they are:
- analysis of the characteristics of each organization, such as size, budget, and specific needs;
- ability to integrate with other systems already used by the company;
- cost benefit;
- ease of customization;
- cloud storage;
- support channels;
- ability to import data from spreadsheets and other tools;
- monitoring through mobile devices.
How To Implement A CRM In Practice?
The first step for successfully implementing a CRM is to understand that it is not just a technological resource, as we mentioned at the beginning of the article.
The software allows the customer relationship management strategy to be implemented with greater efficiency and intelligence. In other words, two essential characteristics of organizations that aim to offer a good consumer experience and stand out amid the high competition. Here are some critical steps to adopt the solution.
Do An Internal Analysis
The first step is to do an internal analysis of the business. This means conducting a survey of the current relationship management strategy, the professionals and teams responsible, the budget available for the system, whether the organizational culture is prepared for change, market and competition characteristics, etc. The objective is to have a complete mapping of the scenario in which the company is inserted.
Define Goals And Responsibilities
After obtaining internal data about the organization, it is time to define the objectives of implementing a CRM. To be more explicit, some examples are: improving lead optimization, increasing profitability, increasing loyalty, and reducing customer acquisition costs (CAC). It is important to emphasize that, to achieve them, they must be broken down into goals and deadlines.
Choose The CRM Tool
With the objectives already defined, the company has parameters for choosing the best tool according to its needs. There are several options on the market, as mentioned above. Among the critical points to evaluate is the ability to integrate with other systems, personalization, data storage, accessibility, and reporting.
Implement The CRM
After choosing the most suitable tool, it is time to map the processes to be carried out, configure the software with the available customizations, enter the information in the system, and indicate each user’s tasks. At this stage, it is essential to count on the supplier’s support, which helps both in the configuration and the customization of the system.
Analyze KPIs And Realign Strategy
As important as developing a plan, setting goals, implementing the most appropriate solution, and making changes in organizational culture is analyzing performance indicators (KPIs). Through this action, the company identifies which strategies are successful and should be highlighted, as well as opportunities for continuous improvement, promoting better results in the short, medium, and long term.