I’ve been talking to companies that are looking for new CRM software to optimize their operational results, integrate teams and business areas, accelerate sales growth and, of course, improve customer experience.
However, in many cases when I ask about business processes, technical requirements and selection criteria that are being evaluated, the answer is not forthcoming. This situation indicates that the future of the company is being decided without much structuring, premises or strategic direction for the business.
Of course, just the decision to adopt CRM software or even migrate from the current one to a new one is already a great step forward and should be celebrated. But knowing how to choose which system to adopt is also crucial to the success of the project.
1) Customer Experience
Start by designing and defining the customer experience your company wants to deliver. Design your customer journey, map out all the touchpoints and interactions your company carries out throughout the customer lifecycle – before, during and after the sale.
Within the CRM concept, the most australia email list important premise is to interact with the customer on the preferred relationship channel, at the right time and with the right message.
Be careful, very careful with friction or friction during the purchasing journey, the more fluid, the better.
CRM – frictionless
2) Business Process
Write a detailed document listing benefits of partnerships with influencers the key business processes of Marketing , Sales and Customer Service.
Don’t leave anything loose or lost when choosing. The only way to know if the CRM meets your needs is to visualize your business processes being executed within the tool. Without this, it is very difficult to make any consistent analysis of adherence.
3) List of functional requirements
Create a list of functional and technical fans data requirements that must be met by the CRM platform or marketing, sales and service modules.
Even create a scoring system for each item, addressing all necessary resources, from the classification of fully compliant, partially compliant or not compliant.
If possible, also add a score with points and weights for each item.
4) Migrations of current systems
Plan and document migrations from current systems and critical specialist software to CRM.
If possible, take a data inventory and take the opportunity to review everything. Don’t migrate anything that doesn’t need to be migrated.
5) Necessary integrations
Define the important and necessary integrations with the CRM and consider the integrations in the scope of the implementation project.
Start this item by asking the questions?
Is there already a definition of how many and which CRM integrations will be necessary?
If so, which ones?
List in order of priority and estimated time frame for integration
Which ones do we really need to consider in the first implementation plan?
6) Information Security
Another very important criterion when deciding is: Information Security.
Be clear about the compliance and security requirements for accessing information for all CRM tool users. Here at Hook Digital, we have several clients in the financial sector, a segment with high demands for data access and security.
7) Team dedicated to the CRM project
It seems obvious, but sometimes it isn’t. Don’t skip this step, put together a team to lead and manage the project, and have an internal PMO.
Many companies create CRM areas and hire executives to work 100% on the project’s mission.
8) Investments and returns
Plan your investment in the platform considering ROI (return on investment) over time. Set corporate, tactical and financial goals with CRM.
Don’t forget to share the project vision with everyone in the company, also align expectations and the expected return – be sure of each person’s contribution to the project’s successful journey.