“Most organizations [switch to CRM] when they need to react to something that’s changed,” said Dean Carroll, General Manager, Touchstone CRM in a recent interview with Microsoft’s Catherine Corrighan, Dynamics UK Community Manager.
According to Carroll, the most common reasons why an organization decides to implement a CRM solution are:
-when a new leader joins the organization
-when the business model changes
-when a ‘traumatic event’ affects market share
-when a company realizes that opportunities are being missed
-when a company experiences a disappointing quarter
-when a company loses key clients
Carroll dubs these reasons as reactionary and therefore should not be the only time businesses consider switching to CRM – the consideration should happen well in advance.
“The key success factor is alignment to a clear business strategy,” said Carroll.“The catalysts [listed above] can certainly create the fertile ground that’s needed to galvanize the management team, but without a robust and thoroughly supported strategy in place too, any CRM program will founder.”
Thus, the best time to implement a CRM solution is when a company, supported by the executive and operation teams, establishes clear goals and outlines the steps necessary to achieve them. These ‘prerequisites’ Carroll states should be the first indicators when considering CRM implementation.
Once everyone understands the business model and dedicates themselves to helping the company move forward, it will be a lot easier to implement CRM into the general business strategy.
Once implemented, the company will be able to simplify their processes and easily anticipate and deliver the needs of their clients. CRM will also help companies align their operational goals and connect people and resources in order to simplify decision making and drive productivity.
For more information on CRM, or for help on deciding if the solution is right for your company, contact 360 Visibility.