CRM: An Evolution
When organizations implement a CRM, their top IT people focus on implementation and integration. Often the focus is kept on the technical aspects of the software, which is important for ultimate use, but unfortunately can lead to problems if the “big picture” is not taken into consideration. CRM is more than simply a “technology solution,” it encompasses the full scope of the organization’s mission and practices. For an implementation to be successful, organizational objectives such as, “How do I want to communicate with members? What’s our messaging, and how do we want it sound? Are we serving our overall mission?” etc. need to be clear. Once those objectives are defined by a cross functional team of stakeholders, only then can implementation go smoothly.
While a smooth implementation is important, a CRM’s success in an organization is not solely defined by a successful implementation. After a CRM is implemented, many people think, “That’s it; we’re done. We can move on to the next thing,” but we disagree. Tech Target defines CRM systems as being “designed to compile information on customers [members] across different channels… [and] can also give customer [member]-facing staff detailed information on [their] personal information, purchase history, buying preferences and concerns.” With that kind of informational power, we believe that CRM should not be looked at as a project to be completed, but as an evolution. The foundation of CRM is in its words: Customer Relationship Management – meaning that as with any successful relationship the parties involved change and evolve together. CRM is like a living organism that requires frequent interaction. It becomes integrated into every fabric of the organization, breathing life into spaces beyond what its original scope may have been.
So whether you are shopping for a CRM for your organization or you have already implemented one, remember that implementation is just the beginning. With the right tools and CRM, your relationship will continue and grow with your members and bear fruits that help your bottom line.
We’d like our existing customers (as well as non-customers who have a CRM) to contact us for a FREE 1-hour strategic session looking at ways to better utilize your CRM. For progressive thinkers considering a move to a Microsoft Dynamics® 365 CRM, we’d like to show you the possibilities you never even considered. Contact firstname.lastname@example.org for details.