Steps to successfully implement a CRM system. Many companies have a CRM (Customer Relationship Management) system. However, few really know how to use it to the fullest. CRM systems exist to automate the sales process. No matter what type of system you choose, a successful implementation is key to take advantage of its functionalities. CRM is an application that centralizes all interactions between a company and its customers in a single database. CRM software makes it possible to share and maximize the knowledge of a given customer and thus to understand and anticipate their needs. By definition, CRM collects all the information on commercial transactions while maintaining a detailed history.
A CRM solution makes it easier to direct and manage customer acquisition and loyalty campaigns. Thanks to CRM, it’s possible to control all the actions carried out on customers or potential customers and to manage commercial actions on the basis of a detailed dashboard. Companies that use CRM solutions generate more sales opportunities, streamlining management, with budgets updated in real time and optimized sales processes. In the same way, companies that use CRM can make better segmentation, and have the information for superior customer service and after-sales service.
The use of a CRM is part of a customer-oriented strategy in which all actions have the goal of improving customer service and relationships with customers and prospects. The CRM tool and customer orientation provide demonstrable results for having a structured commercial management that boosts sales productivity. They also offer a deep knowledge of the customer that allows for more effective marketing campaigns.
Steps to implement a CRM
- Know your sales process
- Identify the needs to be covered by the CRM system
- Develop a CRM automation plan
- Train your team
- Analyze, follow up and optimize
Know your sales process, implement a CRM system
This description needs to include different perspectives. Ideally, all the agents involved in the sales process should contribute their points of view, such as the CEO, the call center manager and the sales team.
It’s recommended that this process be documented, which will facilitate its review and training for new collaborators.
It’s also important that you carry out an evaluation of your sales process and verify that it has the right characteristics to be effective. For example, Smart TaP indicates that it should be customer-centric, objective, measurable, simple, repeatable, self-manageable and able to deliver results.
Identify the needs to be covered by the CRM system
You must identify the needs that your CTRM must meet, from the most technical needs of your organization (such as having its own call center or an alert system for monitoring) to the most operational ones. For example: calculating the exact profitability of the sales team and sales forecasts.
In short, you must define all the gaps that you need to cover through CRM in order to optimize the company’s profits. If you do not have the necessary resources, it’s advisable to have a partner specialized in the field. Digital agencies can guide you to focus your marketing actions on results, as we do in Increnta with many of our clients.
Currently, the best CRMs integrate many tools and functions that are raising the business level of companies. As a result, more and more organizations have one. In fact, the year-on-year growth of CRM systems is expected to be 25% among marketing leaders.
Develop a CRM automation plan, implement a CRM system
Once you have identified your organization’s needs, you need to develop an automation plan. The objective of this step is to establish the steps to follow to meet the needs. For example, establish a parameter to see which customers bring you more profitability, crossing data such as time spent on the project and final profit.
Sending a thank you email to the user who requests information on your website is a simple practice, but most companies do not put it into practice or do it in the wrong way. Once you have defined your strategy, it’s time to synchronize it with your automation tool. It’s essential that you know all the features offered by the tool to optimize it to the maximum.
A correct configuration of the strategy is necessary, since a bad synchronization of the fields to be filled in by the user can trigger errors. This stage is key to obtaining the great benefits of using a CRM, since this is where you can save the most time and resources. Around 68% of companies use automation in some way, so this trend will be growing to the extent that no organization will be competitive if it does not automate some processes.
Train your team
You must train your team of sales agents to ensure the correct functioning of the CRM. The CRM system allows the team to save time and effort, since they will have information about the customer before contacting him directly. Know the timeline of users, i.e., know exactly what the user is interested in your company.
To know the data derived from forms. The ideal is to always accompany the automation plan with inbound marketing that allows you to identify the right time to ask a user for certain data. The objective here is to make the CRM tool useful for sales. You must ensure that the sales team perceives it as a work facilitator and not as a tool to put pressure on them. This is why training is essential for your sales force.
Analyze, track and optimize, implement a CRM system
The formula for success in automating a sales process requires analysis and correct interpretation of data. CRM is a powerful tool designed to increase a company’s profitability. It’s complex, like any powerful tool, and requires an ally capable of guiding you along the way.
A CRM system is an ideal ally when combined with marketing automation tools and the expertise of an agency specializing in CRM. It will be an explosive cocktail spearheaded by the marketing intelligence area. In the end, when all these steps are carried out with strategy, consistency and dedication, you will have great results; even conversation rates can increase up to 300% with a CRM.