How CRM differs from Sales or Marketing or Client management?
Technically speaking, Customer Relationship Management (CRM) is the strategy and software involved in managing customers for the sales, marketing and support departments. These were traditionally the customer-facing departments in a business. However, now with the web, this definition is being rewritten. We speak with the 4th leg of CRM being eCommerce or Digital Commerce and with the top CRM cloud computing vendors leading the charge of running today.
Whether you are a small, medium-sized company or the largest enterprise, you owe it to yourself to see how far the CRM cloud computing offerings have evolved. Finally seeing how far it is delivering on the long promise of getting' your business.
How CRM processes and software align depends on the type of business or business unit. The art/science of handling the different scenarios that arise and make the people, process and technology. These go hand in hand so that you end up with a successful CRM system that is well-liked by users.
In practice, this is easier to day than to do.
Evolution of CRM Vendors:
Generally speaking, buyers do not have a great deal of knowledge of how fast the top Cloud CRM vendors have come in the last few years. It's is not recommended to do all the work yourself. You will need to work with your CRM cloud computing vendor and partner with them early on in the process. Let them help define what your business could be, based on your current position and what pain points you need to address to get to the next level.
The reality is; the top CRM cloud computing systems have many facets that can be used by different types of organizations and processes. But all are using the same software, just with different configurations. You wouldn't realize it is the same application. Still, it works on the idea that one platform that works for all businesses is more agile than one built for one particular purpose or vertical. It comes down to putting the power in the hands of the business user and empowers them to make a system that works for them, instead of the other way around.
Let's look at this through a few examples: CRM is Marketing, Sales and Support, Client Management and more. Let's explain. A business that sells widgets or products might be interested in self-service sales from their website, along with a shopping cart and the ability to process orders in a shopping cart environment for their employees. Coupled with Drip email marketing campaigns, the ability to track issues and resolve them and add answers to a Frequently asked questions (FAQ) database. This should be searchable by your customers; This sounds like a successful CRM implementation.
CRM in Banking:
Now, take the example of a business development manager at a Bank. They don't deal with leads; they have an existing client-base. They view CRM as the definition of Client management, managing and strengthening relationships with crucial top customers. They want account and contact management, track who reports to whom, track calls and client needs, follow-up on important dates like birthdays, anniversaries, etc. They need to build up the client's trust, work on getting more of the business, referrals, etc. Everyone, would use the same CRM to accomplish their goals.
CRM in professional services:
Now take the example of a professional services organization like consultants, lawyers, accountants, HR firms, etc. They sell hours of time. Every client interaction and every minute of each working hour must be accounted for and billed out to customers. Project tracking with timesheets is a benefit. They need real-time document generation with merged fields so that the client gets not only an email but also a snail mail letter generated and automatically saved. These can be saved against the client record in the CRM so they can mail a copy and email a copy to the client. They need an audit trail, for security and compliance, to track every click made by every user, time-stamped to the second, and monitoring what database fields were updated. They too, will use the same CRM system to manage their work.
CRM in Healthcare:
Take the case of a Health care company. They are not a sales organization but use the same CRM to manage facilities and patients. Bookings and appointments and follow-ups are also all handled in the same CRM system.
The key to success is to make sure you have a real conversation with your vendor about what can be done. Talk about the short, medium and long term goals of your CRM software implementation. Let them build a solution for you instead of thinking of it as something you should do yourself. Much like you wouldn't want to fix your own car all the time; you take it to a mechanic instead. Let the CRM vendor wow you with a solution to your problems. Therefore you must share your concerns with them.
You would be surprised to know that any sound CRM cloud computing system these days is fully customizable. It has all the inbuilt features that you would need. You may need to integrate the CRM cloud computing system with third-party software or homegrown applications, or other Cloud or SaaS services. The fewer integrations, the better as it adds extra time, complexity, cost.
Try and find a suitable solutions that are available pre-integrated, out of the box, but are best fit set up for your unique business processes. No two CRM companies are the same, even if they are direct competitors, so the key is to partner with a CRM software vendor with the implementations under their belt. Beware of CRM shelf-ware and companies who can't show you 90% of what you need upfront in an online demonstration.
The takeaway:
stop worrying about so many acronyms and get on a one-on-one with your CRM vendor. Let them dazzle you how far the technology and knowledge have come in the top Cloud CRM vendors. It is a CRM cloud computing vendor you are looking for, regardless of how you define the software you 'used to use'. It has changed soo much that all the good stuff is consolidated into a few best offerings.
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