In this installment, we’ll take a look at the remaining steps to a successful CRM implementation, starting with your processes.
Hone up the Processes
Process is intrinsic to CRM systems—they live and breathe through process. But these are not processes based on moving paper around from desk to desk, these are electronic processes that move around instantaneously on a computer network. Existing processes will inevitably need to be tweaked or changed before the CRM project gets underway, and new ones will need to be developed to take advantage of the technology. The better and more freely-flowing the old process, the easier it is to duplicate it on the computer.
Bring the groups together that are responsible for processing all of the customer’s transactions and look how information flows between them. Is it efficient, and does it work? How will it work when the computer is pushing digits instead of people pushing paper? When you try to move a paper system to an electronic one, current problems will surface very quickly. Moving to CRM provides an excellent excuse to get on a new page and to fix the disruptions, road blocks, and delays caused by established bad or poorly-defined practices.