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15 ways to make your CRM implementation successful

15 solid ways to make your CRM implementation successful

Research says 95 per cent of the customers do not bother to complain, they just take their business elsewhere. Many businesses use their CRM to track them. If you are using a CRM, let the customers know that you are there to help and this is how you can be reached. This enables you to improve and ensure that such mistakes do not recur. Most loyal customers take time to complain. But, when you understand and offer help, the loyalty roots just penetrate deeper. This will automatically make your CRM implementation successful.

Use the following strategies and tips to make your CRM implementation successful:

Consider CRM as a customer retention tool in which a variety of after marketing tactics are used. Activities to increase customer bonding and staying in touch after the sale is completed are effective.

Use the CRM to focus on individual and one-to-one relationship with customers.  Integrate database knowledge with a long-term customer retention and growth strategy.

If your focus is on industrial markets, use Individual account concept with CRM and develop marketing activities that are oriented towards building strong, lasting relationship with individual accounts.

Use the customer first principle and shift the role of marketing from manipulating the customer (telling and selling) to genuine customer involvement (communicating and sharing the knowledge) way.

Consider attracting new customers as an intermediate step in the marketing process. Develop closer relationships with existing customers and turn them into loyal customers. Go the relationship marketing way, which emphasizes on attracting, maintaining, and, enhancing customer relationships.

Direct your marketing activities towards establishing, developing and maintaining successful relationships with customers in a specific and targeted manned. Show them relevant content and seek genuine involvement from the customer.

Measure Customer Experience. Know that Customer Experience = Marketing Interactions+ Sales Interactions + Service Interactions + Support Interactions. So, there must be an effective integration between Sales, Marketing and Service modules of the CRM.

Showcase strong internal partnership around the CRM strategy. Review often and take suitable measures to keep the CRM healthy.

Review and establish mechanisms in which employees at all levels and all areas accurately collect information for the CRM system.

CRM tools are customer – and employee – friendly. Integrate it into your systems as seamlessly as possible, making them a natural part of the customer service interaction.

Develop programmes to retain and build stronger bonds with the top customers so that they do not get poached. 80% of your business is coming from this 20% of the customers. Use the CRM to identify, nurture and target effectively.

Focus on cross-selling and up selling activities. Check possibilities for developing intelligence that automatically suggests sales opportunities, with existing customers. This will increase the profitability of these customers.

Perform frequent analysis of the bottom growth, to identify those customers who can be shifted to the ‘top customers’ group. Control the cost of service by encouraging the other customers to use lower cost channels.

Effective use of CRM will gradually reduce organization‘s dependence on conducting surveys to gather data. Collect more data related to buying and consumption behaviour.

Work on customized promotions – based on customer preferences and purchase patterns. This will substantially reduce the wasteful expenditure of mass communication.

Naga Darshan J
Darshan is a CRM Strategist, Entrepreneur, Author and Business Coach. He heads the sales and marketing for Rapid GPRS and has been instrumental in transformation of several businesses.

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