A good CRM transformation strategy is worth its weight in gold. That said what makes a CRM transformation strategy good? And what are the components of a good CRM transformation strategy? Let’s dig in so that you can craft a compelling CRM Strategy and make your transformation a big success.
Components of a CRM Transformation Strategy:
Many of these components and more are detailed in the CIOPages.com CRM Transformation Framework and CIOPages.com CRM Transformation Roadmap.
- Know where you are: Understanding the current state of your processes, people, systems, and data is very important. The current inefficiencies need not be distilled down to the nth degree, but having a high-level inventory of where things are inefficient or ineffective will help set the rationale for the CRM transformation.
- Know who you are: A clear understanding of what your company is and what it stands for and what is the strategic purpose is another important facet of a CRM transformation strategy
- Envision where you want to go: Envision a future state that is aspirational and inspirational and sets the direction of the company. It should also offer a clarion call and be a rallying cry for the stakeholders.
- Define your Customers: Define who your customers are in very clear terms. Use personas and customer journey map to identify and document the customer segments you service, their demographics, psychographics, buying behavior, channels used, expectations and fears/concerns.
- How do you wish to leverage CRM strategies and tactics: There many significant uses of CRM transformation and the modern cloud-based solutions used to power the capability. Identify what are some of the key value-added uses from the CRM transformation and software implementation. Some examples of how CRM strategies and tactics can help justify the transformation efforts.
• By the time the ink dries on a plan, it is but going to change due to dynamic nature of the business world and technology advances. So, plan well, but be flexible. Whatever you planned for, the focus should be on key success factors and differentiators. Execute as a well-oiled machine, but expect hurdles along the way.
CRM Goals and Objectives that drives a CRM Transformation:
- 360-degree view of the customer
- Data-driven sales and service interactions
- Optimal handoffs across digital, physical and mobile channels
- Decision support
- Personalized Experiences
- Reducing churn and attrition
- Increasing wallet share thru cross selling and up selling
- Acceleration of the sales process and support process
- Cross-functional team collaboration to facilitate sales and service
- Customer delight in every interaction
- Better customer segmentation
- Customer account profitability analysis
- Effective Sales Forecasting
- Visibility and transparency into the prospect to customer value stream
- Developing customer champions and advocates to increase net promoter score
- Define Measures for Success: What are your success criteria? Achieving what metrics or measures will make you feel the CRM transformation plan is a success? Identify a few measures that matter and focus on meeting or beating them. Be aggressive, but be reasonable and realistic.
- Roll out Sequentially: If you have multiple business units, geographies, or sales/service models, roll out the CRM functionality sequentially. At each step learn from the mistakes and mishaps and correct course.
- Implement Incrementally: Big bang CRM transformation efforts are most certainly doomed to fail or at best very challenging. It is important to pick some core features along with one or two shiny objects and implement the functionality in a phased manner.
- Plan Meticulously, Progress Flexibly, Focus Relentlessly and Execute Flawlessly: By the time the ink dries on a plan, it is but going to change due to dynamic nature of the business world and technology advances. So, plan well, but be flexible. Whatever you planned for, the focus should be on key success factors and differentiators. Execute as a well-oiled machine, but expect hurdles along the way.
If you need help in crafting a CRM transformation strategy, CIOPages.com CRM consultants can help.
To jumpstart your CRM transformation program, check out the CIOPages.com CRM Transformation Toolkit.