How to set up a CRM system?
The next best question to ask is “how to set up a CRM system”, but prior to that “how do I know which CRM system is right for our business”? Both are related questions as
you can not set up a CRM system unless you define what you are trying to achieve. With that information you can then test drive a few systems side by side to compare results against expectations. . The exposure to different systems will clarify further your business requirements as other possibilities of what can be achieved will become apparent. You can then run through a series of scenarios to see how the system can be customised for your needs.
Include staff in initial discussions.
All Staff, not just the sales department but other related section should be on board at the outset. This provides an opportunity for greater insights into requirements and pave the way for staff acceptance and involvement for when you go live. Preferably the research should be done in that order but sometimes you must swing with what you have got. A clear understanding of what you do defines the right tools for the job.
Link CRM to your existing marketing strategy.
This is where thought needs to be given to your overall marketing strategy. An overview of your existing advertising activities determines which is best to be tracked digitally? I have written a previous set of articles which defines what marketing is and how it can be applied to any business model. This also includes some updated material looking at social media. When you are clear about your value proposition, and where your fit into the marketplace. I suggest mapping out the process on a whiteboard and then fill in where you think a CRM system can improve your existing processes. Going through a visual exercise such as this helps clarify gaps in what you do now, and how it can be improved.
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About the Author?
Malcolm Ford has spent over 10 years working as a Business Systems Analyst across the UK advising companies on how best to use technology to improve their bottom line. He provides sales training on how best to use a CRM system.