In my last blog, “What Is CRM? and Who Uses CRM Effectively?”, we looked at the importance of CRM and who uses it most effectively. The topic of this blog is to look at how and when to use CRM tools and a checklist before the introduction.
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| What is CRM? When Is The Right Time To Adopt CRM? |
What Should Be Kept In Mind Before Adopting CRM?
The scariest thing about CRM adoption is the attitude of doing nothing right after the introduction of the complacency of having succeeded in digital transformation. If you have adopted CRM for digital transformation, in order not to fall into the contradiction of not using CRM, it is essential to establish a strategy and goals before adoption.
1. Vision Settings
Just as a company sets goals based on its corporate vision, it is important to establish a clear vision when adopting a CRM tool. This is because goals can be set according to this vision, and a strategy can be developed to meet those goals. Vision settings don't have to be specific. A vision that is easy to understand and that everyone can relate to is good.
2. strategy establishment
Once a vision has been set, a strategy must be established based on that vision. It is the process of establishing the overall process from customer management to marketing and sales, how to collect customer information and use that customer information to identify customer needs. This is an important basis for finding the customer's pain point.
3. Goal setting
After setting the vision and strategy, we set specific work goals to achieve the vision step by step. Similarly, in reaching our goals, we must continue to look for ways to use CRM to make communication more efficient and better across the enterprise.
4. Feedback
The most important stage is the feedback stage. Progress toward vision, strategy and goal setting, and performance of completed goals should be continuously evaluated. This is an objective indicator that is very useful for understanding how much CRM tools are being used throughout the company and how well employees understand CRM tools.
What Can Be Done So That CRM Adoption Does Not Fail?
Even if you establish a vision, goal, and strategy for CRM, you may be worried that it will not be utilized throughout the company. In order not to fail in adopting CRM, you need to consider several other factors as well.
1. What is a CRM product?
There are over a thousand CRM tools on the market, each with its strengths and weaknesses, each with its unique characteristics. First of all, I need to figure out whether the CRM tool I will use is an integrated solution or a simple functional solution such as sending a large number of emails. After that, you need to figure out what your strengths will be and which features you will use often. Also, please note that the affinity with CRM software may vary depending on organizational culture and internal work characteristics.
2. Not top-down, everyone together
The decision on the introduction is made by the management, but the effort of all members is required for the company-wide introduction and utilization. To promote convenience and efficiency of work, it is necessary to instill awareness of the importance and efficiency of CRM in each member. To that end, the reason for using the function should be explained first rather than the use of the function, and it should be expressed as a quantified indicator of what effect it can bring in terms of ROI.
3. Ongoing interaction and communication
One of the great benefits of cloud-based CRM is that all members can share real-time work between teams through CRM tools. If all members are aware of the above, synergy effects can be expected through efficient work sharing between team members as well as utilizing functions.
When Is The Right Time To Adopt CRM?
Many companies start small and manage prospects by email, or by using spreadsheets to manage customers. While this approach works well for small scales, it can become problematic as you scale up and your customers grow exponentially over time.
- As customer data grows, it becomes difficult to manage horizontally structured data such as spreadsheets. For example, there are limitations in visualizing multiple relationships, such as customer contacts, associate companies, and contract management.
- Data is sporadically distributed rather than centrally managed in one place. As a result, management becomes cumbersome and the work efficiency of the team slows down. For example, to find a customer's email address, you need to find an email tool, and to check the related revenue, you need to access an accounting tool. In this way, if the location of the interface is different, it is troublesome to find it separately, and productivity is reduced.
- If there is a resignation, data loss will occur. For example, if the sales representative resigns, all the transactions he was running are stopped, and there is a limit to the succession of the next person in charge because the business process is not saved for the part where he stopped.
As such, the right time to introduce a CRM tool should be determined by the rate of expansion and growth of the enterprise as the number of existing and prospective customers increases. With growth and data growth trends, you need to keep in mind the timing of adoption, as well as the time for enterprise-wide adoption and onboarding. Typically, onboarding takes at least 2 months and as long as 3 months, and considering this, the company size growth trend should be monitored periodically.
Once you've set your goals and timing for adoption, finally you need to consider where your CRM will be applied. Hubspot CRM can be divided into three main parts. These are 'Marketing', which greatly contributes to the formation of contractual relationships, 'Sales', which is advantageous for re-contracting relationships with existing customers and integrated management, and 'Services' useful for improving customer relationships through real-time customer inquiries.
Checklist When Introducing Marketing CRM
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| What is CRM? When Is The Right Time To Adopt CRM? (part 2) |
CRM is a tool that exists to form and develop relationships between companies and customers. Accordingly, it is necessary to plan not only simple functions but also the long-term effects of CRM such as ROI measurement and customer conversion rate.
If you use HubSpot, an integrated CRM solution, you can largely use Campaign, Email, Social, and Website functions for marketing. We recommend that you use the above features appropriately to create a checklist of how to manage your budget and how many sales leads you can generate with your limited marketing expenses.
Checklist For Adopting Sales CRM
Sales management using CRM Tool means company-wide sharing and integrated management of all contract-related processes. As your business grows, the number of pipelines and contracts you manage increases, requiring integrated real-time management to ensure no contracts and prospects are missed. Therefore, it is necessary to plan the pipeline construction according to which product groups are currently distributed in our company, and the products and service groups.
Checklist For Introducing Service CRM
After-sales customer care plays a pivotal role in building relationships with customers. Response to customer inquiries without omission and quick response to customer inquiries through the establishment of a uniform process improves the reliability of the company.
The service checklist using CRM is as follows. Customer inquiry funnel, contact designation, inquiry handling process.
- Customer Contact Funnels: There are many different funnels. It can come from multiple sources, such as email, phone, SMS, and social media, and companies need to select and manage as many channels as they can accommodate. Therefore, it is necessary to plan which channels to select and how many channels to select.
- Designation of a person in charge: When a customer inquiry comes in, it is necessary to quickly classify the inquiry and designate a person in charge. There should be no confusion in the designation of the person in charge, and errors in communication between the person in charge lead to the omission of inquiries. Therefore, it is necessary to plan a contact designation process checklist.
- Inquiry handling process: refers to all processes when a customer inquiry is received. After configuring each stage from the selection of the customer inquiry inflow channel to the designation of the person in charge and the processing process after the designation of the person in charge, it is necessary to establish a process that can share and check the stage of the customer inquiry in real-time. Building a process using CRM Tool is the first step in customer inquiry management that can improve customer trust.
This concludes the CRM section. If you are interested in CRM Tool, Hubspot, please feel free to request a meeting anytime. thank you
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