Design your tailor-made CRM
A growing number of “sales driven” organisations have adopted, with different degrees of success, their CRM solution.
If we focus on the Sales and Marketing functions, the benefits of a well-designed CRM are indisputable and demonstrated by a significant number of successful showcases. Here below you can find a few of the recurring benefits that are associated with a successful sales performance:
- Improving the effectiveness of your marketing campaigns identifying the right product for the right customer and adopting the optimal segmentation.
- Improving the management of your sales pipeline with a more effective conversion of your “Leads” into “Buying customers”
- Better knowledge of your clients. Keeping track of their behaviour and understanding their needs. This will be even stronger when the CRM is integrating other functions in the organisation like Operations or Finance.
- Maximising upselling and cross selling as a logical consequence of an improved knowledge of your customer.
- Better internal communication leveraging on a platform easily accessible from anywhere.
Transported by enthusiasm it is quite easy to overlook some of common missteps that could hinder the above benefits.
Overdesigning your CRM. During the design phase, there is a natural tendency to allow too many fields aimed at gathering too much information. It is true, that a CRM can handle a huge amount of data, but we should always remember that most of the data is fed by human users and with human user there is an inevitable trade-off between quality and quantity of the data you ask to input.We are in a typical scenario where “less is more”. It is important to focus on data/fields that are relevant and once aggregated they turn into a precious asset for the decision maker. Too many fields not only can generate ambiguity, they could also dilute the quality of the most relevant information and create frustration amongst users. Hence the risk of -
Disengagement: where the main users (perhaps in your Sales and Operations area) can perceive the CRM as an additional bureaucratic burden slowing down the execution of their tasks rather than supporting them. Designing a perfectly tailor-made CRM sometimes is not enough to prevent disengagement. There is another element to take into account - that is the
Lack of communication: implementing a CRM system will never succeed if the benefits are not understood and shared by the final users. If the quality of the input is poor we cannot expect that the quality of the CRM output would be any better.
There are several CRM solutions available in the market. We strongly believe that your CRM should perfectly match the requirements of your organisation; this is why we endorse Zoho: one of the most flexible solutions at a pleasantly affordable cost.