We’re in, that’s what we’re looking for, a few words.
The handle is locked, the decision is made – we introduce CRM. It seems that we are already at the finish line. Unfortunately, nothing is more wrong, because the decision to implement the CRM system is only the beginning of the road. The most important thing is yet to come. Deciding to “enter CRM” we know perfectly well that it is a customer relationship management system that aims to better understand the customer and his needs and adjust services/products to the needs of customers. In theory, everything seems to be simple, because every system is supposed to lead to the same goal. However, theory is theory and practice is own. As in any case, the goal can be achieved through a variety of tools, practices and behaviors. This is also the case with CRM systems. Although they have the same goal (effective customer relationship management), the way to this goal will be different for each company. Many people will probably be surprised by this approach, some people may even be outraged to say that it is not true. However, if we ask one or the other whether there are even two identical companies, the vast majority will answer with absolute certainty that of course, as much as possible, and to confirm their beliefs may even name them by name.
The situation becomes more complicated when we ask for a detailed breakdown of the two previously declared entities. Only then do the differences come to light, because perhaps company A and B operate in the same industry, but apart from that they are different almost everything. From the number of customers, employees, the number of products or services, to management methods. This simple example is a response to the common belief that every CRM system is really the same. Companies involved in the development and implementation of CRM systems often meet with a request to recommend the CRM system, e.g. for a small or large company. Such an approach of company owners or managers dealing with this aspect of company’s activity unfortunately proves the lack of reliable knowledge about CRM systems.
Each specialist dealing with CRM issues will sign with both hands and feet under the statement that there is no single best CRM system for a small or large company. In no case does it mean at all that small or large companies can not use CRM systems. On the contrary, some of these companies not only can, but sometimes even should use the support of this type of system.
So the question remains how to look for the right CRM system, which will be the best solution for our company. Simply put, a CRM system that is ideal for a given company is supposed to be the answer to its needs and the specificity of its business. Therefore, in order to make the right choice, there is nothing left but to make an in-depth analysis of a given entity.
In a labyrinth of questions, i.e. after the thread to the ball – tailor-made CRM
The first basic question: why do we want to implement a simple CRM system? The company has probably already made a positive decision about the implementation of the system. However, there is nothing to prevent this decision from being reconsidered or viewed from a different perspective. For example, in order to establish oneself in it. Such in-depth analysis should provide information on what goals we want to achieve through the implementation of the CRM system. On the other hand, knowing these goals, we will be able to choose more effectively the tools that are supposed to ensure the implementation of our assumptions.
As we mentioned earlier, the size of the company itself is not the only factor determining the type of CRM application, which does not mean at all that it does not matter. On the contrary, the size of the company, as well as the type of business activity is of great importance when choosing the right tool. Completely different solutions will be used in companies with 200 or 10 employees. The profile of the activity is also important, because different assumptions will be made in the case of production, service or commercial companies. It is also worth asking the question of what number of customers, co-workers a given company has and what increase in this number is planned in order to choose a solution with a sufficiently capacious base.
At the stage of selection and preparation it is also worth to think about it:
what data on customers, cooperating entities we want to collect
the customer service processes have been running so far
what conclusions we want to draw from the collected data and what analyses they will be used for
what will be the number of system users and what will be the scope of their rights
which of the hitherto aspects of the company’s activity are to be reflected in the system
what custom functions we expect from the selected tool now or in the future
whether we want to be able to modify the system during operation