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BW Businessworld

Top Factors Determining The Success Of CRM

However, challenging a CRM effectively brings bigger returns on investment while enhancing customer engagement and experiences.

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For any organization, change is the impetus to evolve in the market. It is everything that is needed to prepare and support an organization & its people to undergo a progressive transformation. Strategic changes, based on a systematic approach culminates in the business and takes it to new heights. Since companies have become more customer-centric, they are focusing on adopting changes that enhance customer relationship management.

In the present scenario, the landscape of marketing and customer service is transforming. The majority of organizations around the world are focusing on improving their relationships with customers. By deploying technology tools to automate work processes, organizations are driving efficiency by changing the way teams function at all levels.

There is no denial of the fact that the implementation of CRM is challenging. However, managing it effectively brings bigger returns on investment while enhancing customer engagement and experiences. The success of the implementation and adoption of CRM are significantly based on a few factors.

Ensuring people’s participation

The successful implementation of the CRM begins with the participation of the top management. Lack of support from the highest level of employees leads to the failure of the project. Though the CRM involves the active participation of every single employee, the top management is considered to be early adopters of the software to drive organizational change. The opinions of the management set the base for ethical and cultural change, bring credibility, and inspire others in the organization to make it a success.

Several studies have also identified the involvement of senior employees and managers as one of the most crucial factors in CRM success. Considering the long-term effectiveness and 360-degree view of the CRM, the full and active involvement of top-level employees is mandatory. Whether it is for backing the implementation process or securing finances for sanctioning the software, it is considered as a winning factor in driving business success.

Formulation of a strong communication strategy

Effective communication plays an incredible role in the successful implementation of CRM. Formalising and creating a quality communication plan facilitate a seamless transition of organizational work processes and structure. While keeping the customer-centric approach at utmost priority, integrating and aligning the communication strategy with CRM implementation stimulates customer engagement and connections.

Since employees are considered as the most important asset for an organization, it is pivotal to integrate each team member right from – deciding to implement the CRM to finally reaping the benefits out of it. Strategic and strong communication leads to increased organizational efficiency and generates more sales.

Smooth integration of departments

The value of CRM adoption for a business depends upon the inter-department integration of the organization. Coordination in every important department is crucial. It is identified that if there are gaps in inter-departmental cooperation, it becomes pain points for the customers. The stronger the integration of different functions and departments, the smoother is the flow of information.

The integration process is based on a comprehensive approach where all departments are connected. However, the special emphasis laid on departments that have a direct influence on customers such as – marketing, and sales build profitable customer relationships. Consequently, it resolves customer issues and helps the teams work in a collaborative environment.

Customer participation

The involvement of customers critically determines the CRM success. It reinvents the way organizations interact with their existing and potential customers. Directly or indirectly, customers are involved in designing and customizing the tool. The availability of customers’ key information such as – accurate data benefits the organization in analyzing the customer relationship life cycle.

The CRM works beyond building cordial relationships with customers. When the complete life cycle of customers with an organization is analyzed, it offers opportunities to fill the gaps that further results in customer loyalty and retention. A successful CRM implementation has a direct impact on a company’s increased profits and scalability.

Apart from this, managing the IT structure for acquiring valuable customer data is also a vital step in the implementation process. Moreover, involving skillful IT staff for software configuration and managing technical issues plays a major role in CRM success.

The implementation of the CRM is planned realistically by understanding the right mix of people and technology to drive organizational efficiency as well as productivity. Following a step by step approach that includes equal participation of every business element ultimately leads to CRM success.



Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


R.S Maan

The Author is the Global CRO and heads the Sales and Marketing at Codleo Consulting

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