Using your CRM system: Raising the bar
As I discussed in a previous article, a critical step in creating value from your CRM system is to establish a clear strategy/objectives that drive the technical development of your system. Clear direction always resuls in better outcomes and this serves as a reference point for project members. I said all that to say this: are we missing the most critical step in project planning?
Overlooked planning:
Think about what kinds of planning discussions you have had in preparation for your CRM implementation project. Technical - I.T., sales processes, sales culture, etc… These are the obvious requirements for project success. Take your implementation one step further by designing the impact to the customer. Think about what kind of value you can create for your clients with the kind of information and systems you have in place. What kind of add-on systems could you build that would change the way your customers do business with you? You may well find that you have the ability to significantly better the customer experience with the new tools available to you.
Raise the bar for your customers, and you’ll raise the bar for your competition.