Case Study: Successful Implementation of CRM
If you're looking to implement Customer Relationship Software Solutions into your small business, here's a case study that will highlight areas that can make your CRM implementation successful.
Recently, a company spent $40 million on CRM system execution.
The company has been one of the world's leading forest products, but for the past several years, office products - pens, computers, desks, etc.- have comprised the largest segment of its annual sales.
One-third of the company's revenue is generated from its online business and because office product customers rely on flawless e-commerce site performance to help reduce their administrative overhead, competition within this sector is strong.
What is CRM?
CRM is Customer Relationship Management which gives us a minor idea about what it is, something that manages your precious relationship with all your potential customers.
A CRM solution helps you focus on your organization’s relationships with individual people — including customers, service users, colleagues, or suppliers — throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship.
CRM enables businesses to establish long-term relationships with their prospects and customers by making personalized, meaningful interactions. This helps businesses not only increase profitability but improve customer retention.
To handle such a crucial task, you can take the help of CRM Software
CRM software brings together all information from different departments throughout the company to give one, holistic view of each customer in real-time.
How Does is Works?
CRMs include features that allow you to track customer and company interactions through various available touchpoint including those below
- Contact forms
- Search engines
- Phone calls
- Social media
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From using these touchpoints you can manage your Lead, can do Marketing automation and Sales automation, Workflow automation, Analytics can make future decisions and make strategies from past data, Artificial intelligence helps you to do more automation work so, you can increase work efficiency
You can also use CRM software to create personalized and consistent experiences for your potential customers.
What Prompted The Company To Go For CRM?
The website was not integrated with customer account information, so clients with questions about order positions or account balances flooded the call centers. The customers were demanding and each customer had different needs.
As the company was in B2B business, managers of the contracted company were primarily treated as customers. After a lot of discussions, the management decided to go for CRM to:
Implement electronic report delivery - to eliminate report production costs
Scalability - to manage the growth of users and reports
Ease of use - to respond in a timely and precise manner to all users, both inside and outside of the organization.
The initiative was started to invest in CRM to strengthen the company's internal processes and also to provide customers with greater economic value.
Roadmap To Implement CRM
The implementation was planned in a phased manner. During the design phase of the implementation, a cross-functional team was chalked out of business and IT managers.
This was done to ensure that the IT department had a comprehensive understanding of the business strategies and customers' needs. Different sets of requirements were made for different customer profiles.
How each individual client interacted with the organization was given chief importance. It was concluded that there were primarily three areas where client interaction was most - customer service center, dispatch department, and an online portal.
This process helped the company to focus on specific technologies that would improve customer service and discard those that weren't right for the company's goals.
Consequently, the company bought individual software applications (instead of a complete end-to-end CRM system) for customer interaction and operation management and integrated them with the existing order-processing technologies.
Putting CRM Into Operation
Once all the building blocks were placed in order, it wasn't a difficult task for the IT department to implement the CRM system.
It was decided to apply the new technology to the two largest customer channels, phone, and web and so it was paramount that both remain fully functional.
As the company had a huge client base, most of the production deployment was done over the weekend when there were less number of client calls and when there were fewer people accessing the company's website.
The data migration was another step that was carved out with utmost importance because it required the cleansing of the 4.2 million customer records from multiple disparate databases into a single customer profile database. Mantra For Successful Implementation of CRM
The company successfully implemented CRM because much of its focus was on customer convenience.
It always maintained the sync between the business and IT departments, so as to ensure everyone was on the same page.
The vigilant and correct choice of CRM software was another major step that helped the company to move ahead with a smooth and successful implementation.
In the end, the company was rewarded with increased revenue, customer retention, and positive feedback from all sectors - both in-house and out-house.