If you’re a business, you have customers. If you have customers, you want to keep them happy – because without them you have no business.
Since the first Sumerian merchant scratched his accounts on clay tablets five thousand years ago, businesses have had to manage their relationships with customers. Today we might use another kind of tablet to track our customers, but the key element has stayed the same – it’s about people.
It’s tempting to think that finding the right CRM software will provide a magic solution, but it’s not. Selecting the right software is just the last and, in many ways, least critical part of implementing an effective CRM system.
The three pillars of CRM are getting new customers,
retaining customers and growing business with existing customers.
Success with CRM follows a 60-30-10 rule. Sixty percent of a successful CRM implementation is People. Thirty percent is a good Process. And 10 percent is the Program you choose for CRM.
People Always Come First
People who are your employees are going to implement your CRM solution. Your customers are people, too. To work well, your CRM solution needs to be a good fit for your staff and your customers. More people, namely your CRM consultants, can guide you to a successful implementation.
Strong customer relationships have always been the secret ingredient in successful businesses. That Sumerian merchant tracked his customer knowledge with stylus and clay. In today’s hyper-connected, high tech, competitive environment, it’s even more vital to bring together, in an in-the-moment, systematized way, all the available information about your customers. The goal is a system that allows your business to efficiently identify, acquire, nurture, and retain loyal customers.
Loyalty is not a product of bytes or forms. It’s an emotional response to a positive relationship between people. Factors such as trust, attentiveness, and responsiveness are essential. All those factors come from thoroughly knowing the customer, assessing that knowledge, and then acting in accordance with it.
Customer loyalty translates into customer retention. How is yours? What benchmarks do you use to measure it against? Well-designed systems and skillful business process management increase employee job satisfaction too.
A Systematic Approach for Continued Business Success
Customer relationship management (CRM) is a way to use technology to make it easier for you to make your customers happy. A good CRM tool will manage your customer interactions by organizing, automating, and synchronizing the parts of your business that deal with customers – sales, marketing, customer service, and technical support.
Here at Success with CRM Consulting, Inc., we have had years of customer relationship management experience. We have successfully implemented bpm'online and Infor CRM (formally Saleslogix) , customizing both adaptable CRM programs to meet the needs of different kinds of businesses.
Download our eBook now:
- What CRM can do for you
- How and where to get the right professional help
- What you need to know before choosing a CRM tool
- How to tailor the process solution to your needs
- How to tie everything together – the people and the technology – to make CRM successful for you and your business
A successful CRM Implementation is not a destination, it’s a journey. Read our eBook to find out more.
Editor's Note: This post was originally published in November 2013 and has been completely revamped and updated for accuracy and comprehensiveness.
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