CRM software will be the top priority for additional spending on enterprise applications around the world this year and next. So reports Gartner, an information technology research and advisory company.
The primary reason given for this growth in spending is that organizations have realized that they must:
- Focus on customer retention/satisfaction
- Attract new customers
CRM systems enable users to stay ahead of the competition by keeping up with their current clients and attracting new ones. While investing in CRM is a good start it is only the beginning; the size of the ROI is determined by the skill level of those using it and how well it is leveraged for sustainable growth. CRM cannot be blamed for under-performing if it is underutilized. Great skills equal great return, no way around it.
Have a Goal
CRM should be installed with a plan, have goals for what the installation of the system should accomplish. Often times, when CRM fails it is because individuals lose sight of those goals either due to lack of understanding of the CRM or lack of acceptance. CRM is expensive but the return received from a fully functioning, effective CRM is much greater than the initial investment.
Effectively managing customer relationships is a journey, not an end game because customer’s needs change and competitors adapt. The need to stay in front of key customers is not going away, it is growing.
The true value of CRM derives from enabling users to take the CRM information and turn it into knowledge, which can then be used to make better decisions.
- Marketing users must know how to make better decisions regarding who to target.
- Sales reps must be able to make better decisions about where they spend their limited time.
- Customer service users must make sure that what they learn about a customer is effectively being shared with both sales and marketing.
It’s Time for Your Annual CRM Health Check-Up
- Are you achieving your objectives for CRM?
- Are you turning CRM data into knowledge for better decision making?
- Can more be done?
Take this free on-line, self-assessment that should only take 5 minutes. After you complete the survey I will personally review your answers and email you back with my thoughts, recommendations, or questions within 24 hours. No calls, no emails, just a free analysis.
I bring 24 years of experience in the sales force automation/CRM area. I have seen the bad and the good. So take advantage of this free opportunity for an annual health checkup of your CRM system.