CRM Articles and Thought Leadership

Building a CRM method that will make your Revenue team much more successful and your business more aggressive is not just a issue of choosing the proper technological innovation it also requires a eyesight of what you want to achieve, and the potential to get your group to weigh in powering you on it.

We've learned that there are six important actions when launching a CRM technique:

1. Define your eyesight
2. Determine your method
3. Determine your business goals
4. Recognize the metrics
5. Prioritize your initiatives
6. Construct your roadmap

You may notice these steps are enterprise concentrated, not technology centered. They're relevant to your organization's enterprise priorities, instead than to how you configure Salesforce. Nevertheless, by using these measures, you clarify your goals and make employing and configuring Salesforce considerably simpler.

Reza Amiri recently spoke to us about her encounters employing Salesforce. Reza is EVP of Client Encounter at SarvCRM, an sector leader in voice-dependent marketing and advertising automation, and numerous of the factors she manufactured strengthen how essential this 6-phase approach is. In specific, Reza stresses the want to begin early and do your prep work: feel about your income procedures, what stakeholders require to be involved, and how to handle the rollout, before you begin utilizing.

1. Define Your Eyesight It seems clear, but how can you get what you want except if you know what it is you want? Your vision could be several things, from getting to be market place leader for revenue in your area, to redefining customer provider in your business what ever it is, it demands to be equally aspirational adequate to make an affect on your business, and clear enough that the complete group can recognize it. Govt sponsorship is crucial for this, and for a effective rollout, time period. Absence of executive sponsorship is 1 of the leading a few contributing variables to CRM failure, but obtaining an successful executive sponsor indicates the vision for your CRM task is very clear and communicated to the complete company.

In accordance to Reza, an govt sponsor need to be like the mentor of a soccer staff as somebody who can be each a motivator and an enforcer, location goals and creating confident people adhere to them.

1. Define Your Method Strategy is what helps make your eyesight achievable. You want to be industry leader for product sales? Well, do you do this by competing on price tag, or by offering different products, or by emphasizing your fantastic right after-income service? And if you want to implement Salesforce, what's your approach for carrying out so?

For Reza, there were two important aspects to SarvCRM's implementation strategy: initial, stakeholders at all amounts of the business ended up associated early. Next, she employed authorities and have a spouse firm do the implementation. The 1st decision ensured enter and acquire in from everyone who would be employing Salesforce, like product sales reps, sales administrators, advertising, consumer accomplishment, builders, and execs. The second determination manufactured for a more cost powerful implementation, making it possible for SarvCRM's builders to focus on creating their personal items.

1. Define Your Enterprise Objectives Enterprise targets is where the rubber satisfies the highway, the place vision and strategy get translated into the day-to-day function. A typical error when applying a new CRM technique is to replicate in it all the aged company goals and procedures they've employed for many years, full with their inefficiencies. Instead, appear at your implementation as an possibility to overview and enhance how you work. That's exactly what the SarvCRM team did: they ended up redesigning their guide, income and onboarding procedures to make certain better knowledge quality and lead conversion, and to ensure key data was visible at all levels of the consumer lifecycle.

As Reza puts it, you've received to burn up the comfort blanket as if you are relocating from an old system, go away it driving and make sure consumers are entirely adopting the new improved one particular.

1. Identify the Metrics
   "You are not able to deal with what you can't measure" is an adage that's been attributed to many company thinkers. For the SarvCRM implementation, metrics had to be obvious to everyone, and this intended dashboards for all stages of the firm as for income reps, sales professionals and for execs. Bear in mind, stakeholders experienced been associated early on, so Reza was able to deliver dashboards that aided men and women do their job. This aided with adoption, not just with metrics, because it emphasised that this was a device for company.

2. Prioritize Your Initiatives
   You are not heading to get every thing completed at as soon as, so you need to determine what is actually most important to deliver initial. For Reza, dashboards and coaching was the target. Obtaining the dashboards accomplished helped protected acquire-in, as stakeholders could see that the input they'd supplied experienced been taken on board. Coaching ensured everybody was all set to get commenced with the new method as shortly as it was accessible. One of Reza's neat initiatives was to supply specific education from admins as a adhere to up to the usual on-line and group coaching as this gave any individual who required it a a single-on-1 session in which they could request questions certain to their job.

3. Determine Your Roadmap
   You should not look at developing an successful CRM system as a massive bang celebration. Sure, a effective start is crucial, but getting ready to deliver enhancements and new features after golive is similarly critical. Prepare outside of start day and think about what other abilities you need to provide for the company.
   6 Actions to CRM Achievement

Building a CRM method that will make your Revenue team much more successful and your business more aggressive is not just a issue of choosing the proper technological innovation it also requires a eyesight of what you want to achieve, and the potential to get your group to weigh in powering you on it.

We've learned that there are six important actions when launching a CRM technique:

1. Define your eyesight
2. Determine your method
3. Determine your business goals
4. Recognize the metrics
5. Prioritize your initiatives
6. Construct your roadmap

You may notice these steps are enterprise concentrated, not technology centered. They're relevant to your organization's enterprise priorities, instead than to how you configure Salesforce. Nevertheless, by using these measures, you clarify your goals and make employing and configuring Salesforce considerably simpler.

Reza Amiri recently spoke to us about her encounters employing Salesforce. Reza is EVP of Client Encounter at SarvCRM, an sector leader in voice-dependent marketing and advertising automation, and numerous of the factors she manufactured strengthen how essential this 6-phase approach is. In specific, Reza stresses the want to begin early and do your prep work: feel about your income procedures, what stakeholders require to be involved, and how to handle the rollout, before you begin utilizing.

1. Define Your Eyesight It seems clear, but how can you get what you want except if you know what it is you want? Your vision could be several things, from getting to be market place leader for revenue in your area, to redefining customer provider in your business what ever it is, it demands to be equally aspirational adequate to make an affect on your business, and clear enough that the complete group can recognize it. Govt sponsorship is crucial for this, and for a effective rollout, time period. Absence of executive sponsorship is 1 of the leading a few contributing variables to CRM failure, but obtaining an successful executive sponsor indicates the vision for your CRM task is very clear and communicated to the complete company.

In accordance to Reza, an govt sponsor need to be like the mentor of a soccer staff as somebody who can be each a motivator and an enforcer, location goals and creating confident people adhere to them.

1. Define Your Method Strategy is what helps make your eyesight achievable. You want to be industry leader for product sales? Well, do you do this by competing on price tag, or by offering different products, or by emphasizing your fantastic right after-income service? And if you want to implement Salesforce, what's your approach for carrying out so?

For Reza, there were two important aspects to SarvCRM's implementation strategy: initial, stakeholders at all amounts of the business ended up associated early. Next, she employed authorities and have a spouse firm do the implementation. The 1st decision ensured enter and acquire in from everyone who would be employing Salesforce, like product sales reps, sales administrators, advertising, consumer accomplishment, builders, and execs. The second determination manufactured for a more cost powerful implementation, making it possible for SarvCRM's builders to focus on creating their personal items.

1. Define Your Enterprise Objectives Enterprise targets is where the rubber satisfies the highway, the place vision and strategy get translated into the day-to-day function. A typical error when applying a new CRM technique is to replicate in it all the aged company goals and procedures they've employed for many years, full with their inefficiencies. Instead, appear at your implementation as an possibility to overview and enhance how you work. That's exactly what the SarvCRM team did: they ended up redesigning their guide, income and onboarding procedures to make certain better knowledge quality and lead conversion, and to ensure key data was visible at all levels of the consumer lifecycle.

As Reza puts it, you've received to burn up the comfort blanket as if you are relocating from an old system, go away it driving and make sure consumers are entirely adopting the new improved one particular.

1. Identify the Metrics
   "You are not able to deal with what you can't measure" is an adage that's been attributed to many company thinkers. For the SarvCRM implementation, metrics had to be obvious to everyone, and this intended dashboards for all stages of the firm as for income reps, sales professionals and for execs. Bear in mind, stakeholders experienced been associated early on, so Reza was able to deliver dashboards that aided men and women do their job. This aided with adoption, not just with metrics, because it emphasised that this was a device for company.

2. Prioritize Your Initiatives
   You are not heading to get every thing completed at as soon as, so you need to determine what is actually most important to deliver initial. For Reza, dashboards and coaching was the target. Obtaining the dashboards accomplished helped protected acquire-in, as stakeholders could see that the input they'd supplied experienced been taken on board. Coaching ensured everybody was all set to get commenced with the new method as shortly as it was accessible. One of Reza's neat initiatives was to supply specific education from admins as a adhere to up to the usual on-line and group coaching as this gave any individual who required it a a single-on-1 session in which they could request questions certain to their job.

3. Determine Your Roadmap
   You should not look at developing an successful CRM system as a massive bang celebration. Sure, a effective start is crucial, but getting ready to deliver enhancements and new features after golive is similarly critical. Prepare outside of start day and think about what other abilities you need to provide for the company.

No matter how you look at it, there's no denying that customers are the lifeblood of every business. As such, the relationship with customers will determine a business's future success, and that means using CRM.

Introduction

In today's marketplace, CRM most often refers to the specific tools, usually a web application or software, that allow organisations to focus their attention on individual customers and associates — be they buyers, suppliers, service users, or anyone else the organisation does business with.

Given the importance of maintaining and perfecting customer relationships, one might assume that these tools have been a mainstay of business for as long as the concept has existed, but the reality is that CRM is a relatively new development.

Customer relationship management (CRM) is a technology for managing a company's relationships and interactions with all of its customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.

When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, productivity, and more.

A CRM solution helps a business to focus on their relationships with individual people — including customers, service users, colleagues, or suppliers — throughout the lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship.

Who is CRM for?

A CRM system gives everyone — from sales, customer service, business development, recruiting, marketing, or any other line of business — a better way to manage the external interactions and relationships that drive success. A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location — and make information about every customer interaction available to anyone at your company who might need it.

With visibility and easy access to data, it's easier to collaborate and increase productivity. Everyone in your company can see how customers have been communicated with, what they've bought, when they last purchased, what they paid, and so much more. CRM can help companies of all sizes drive business growth, and it can be especially beneficial to a small business, where teams often need to find ways to do more with less.

Here's why CRM matters to your business

Gartner predicts that by 2021, CRM will be the single largest revenue area of spending in enterprise software. If your business is going to last, you know that you need a strategy for the future. You have targets for sales, business objectives, and profitability. But getting up-to-date, reliable information on your progress can be tricky. How do you translate the many streams of data coming in from sales, customer service, marketing, and social media monitoring into useful business information?

A CRM system can give you a clear overview of your customers. You can see everything in one place — a simple, customisable dashboard that can tell you a customer's previous history with you, the status of their orders, any outstanding customer service issues, and more.

You can even choose to include information from their public social media activity — their likes and dislikes, what they are saying and sharing about you or your competitors. Marketers can use a CRM solution to better understand the pipeline of sales or prospects coming in, making forecasting simpler and more accurate. You'll have clear visibility of every opportunity or lead, showing you a clear path from inquiries to sales. Some of the biggest gains in productivity can come from moving beyond CRM as a sales and marketing tool, and embedding it in your business — from HR to customer services and supply-chain management.

Though CRM systems have traditionally been used as sales and marketing tools, customer service teams are seeing great benefits in using them. Today's customer might raise an issue in one channel — say, Twitter — and then switch to email or telephone to resolve it in private. A CRM platform lets you manage the inquiry across channels without losing track, and gives sales, service, and marketing a single view of the customer.

Running a business without CRM can cost you real money

More administration means less time for everything else. An active sales team can generate a flood of data. Reps are out on the road talking to customers, meeting prospects, and finding out valuable information – but all too often this information gets stored in handwritten notes, laptops, or inside the heads of your salespeople.

Details can get lost, meetings are not followed up on promptly, and prioritising customers can be a matter of guesswork rather than a rigorous exercise based on fact. And it can all be compounded if a key salesperson moves on. But it's not just sales that suffers without CRM.

Your customers may be contacting you on a range of different platforms including phone, email, or social media — asking questions, following up on orders, or contacting you about an issue. Without a common platform for customer interactions, communications can be missed or lost in the flood of information — leading to a slow or unsatisfactory response.

Even if you do successfully collect all this data, you're faced with the challenge of making sense of it. It can be difficult to extract intelligence. Reports can be hard to create and they can waste valuable selling time. Managers can lose sight of what their teams are up to, which means that they can't offer the right support at the right time – while a lack of oversight can also result in a lack of accountability from the team.

What does a CRM system do?

A customer relationship management (CRM) solution helps you find new customers, win their business, and keep them happy by organising customer and prospect information in a way that helps you build stronger relationships with them and grow your business faster. CRM systems start by collecting a customer's website, email, telephone, social media data, and more, across multiple sources and channels. It may also automatically pull in other information, such as recent news about the company's activity, and it can store personal details, such as a client's personal preferences on communications. The CRM tool organises this information to give you a complete record of individuals and companies overall, so you can better understand your relationship over time.

A CRM platform can also connect to other business apps that help you to develop customer relationships. CRM solutions today are more open and can integrate with your favourite business tools, such as document signing, accounting and billing, and surveys, so that information flows both ways to give you a true 360-degree view of your customer.

And a new generation of CRM goes one step further: Built-in intelligence automates administrative tasks, like data entry and lead or service case routing, so you can free up time for more valuable activities. Automatically generated insights help you understand your customers better, even predicting how they will feel and act so that you can prepare the right outreach.

SarvCRM

SarvCRM is Iran's #1 Customer Relationship Management (CRM) platform. It offers cloud-based applications for sales, service and marketing for small, midsize and enterprise organisations, with a focus on sales and support. It brings together all your customer information in a single, integrated platform that enables you to build a customer-centred business from marketing right through to sales, customer service and business analysis. This gives you more complete understanding of your customers to drive your business's success.

شما در هر کسب و کاری که باشید، همواره دنبال راه حلی برای بهبود کارایی و ظرفیت خود خواهید بود و پرس و جو به منظور انتخاب سیستم مدیریت ارتباط با مشتری مناسب ، یکی از این راه حل‌هاست. عوامل اجرایی در هر سازمان همواره به دنبال سیستم مدیریت ارتباط با مشتری مناسبی هستند که بتوانند از آن بهترین نتیجه را کسب کنند. دلیل آن نیز کاملا منطقی به نظر می‌رسد؛ زمانی که شما بتوانید علاوه بر مدیریت روابط درون سازمانی خود، روابط بیرون سازمانی تان نظیر ارتباط با مشتریان و روند فروش را نیز مدیریت و سازمان دهی کنید در حوزه کاری خود فرد موفق‌تری خواهید بود. به منظور نیل به این هدف نیز به سیستمی نیاز دارید که نه تنها بتواند داده‌ها و اطلاعات شما را حفظ کند، بلکه توانایی تطبیق با شرایط کاری و کاربرانتان را نیز داشته باشد.

اگر نتوانید با توجه به شرایط کاری خود، سیستم CRMمناسب را انتخاب کنید، این نرم افزار تنها به یک نرم افزار غیرمفید و بدون تاثیر تبدیل خواهد شد که شما را به اهداف خود نخواهد رساند. برای انتخاب درست نرم افزار، قبل از هر چیز باید به سه پرسش اساسی پاسخ دهید: چقدر هزینه می‌خواهید برای خرید نرم افزار بپردازید؟ چرا احساس می‌کنید در کار خود به سیستم مدیریت ارتباط با مشتری نیاز دارید؟ کسب و کار شما به چه مشخصات و ویژگی‌هایی از نرم افزار CRM نیاز دارد؟

اگر نمی‌دانید کدام نرم افزار مناسب شماست یا برای انتخاب سیستم مدیریت ارتباط با مشتری مناسب باید به چه نکاتی توجه کرد، با ما همراه شوید تا ۷ اصل اساسی در انتخاب این سیستم را با هم بررسی نماییم:

۱) توجه به اهداف‌تان
اولین نکته اساسی در انتخاب سیستم مدیریت ارتباط با مشتری مناسب آن است که بدانید هدف شما از استفاده از این نرم افزار چیست. به عبارت دیگر، قصد حل کردن کدام مشکل و چالش در شرکت خود را دارید. در ادامه، لیستی از این اهداف را برایتان آماده کرده‌ایم. با توجه به شرایط کاریتان این لیست را مرتب نمایید تا بتوانید با کمک آن سیستم مدیریت ارتباط با مشتری مناسب را انتخاب کنید:

پیگیری وضعیت خرید مشتریان
پیگیری موقعیت‌ها و فرصت‌های فروش پیش آمده
ایجاد ارتباط بین تیم‌ها و گروه‌های مختلف
داشتن گزارش از وضعیت خرید مشتریان
سازمان دهی کارهای تجاری
افزایش سود
افزایش بازدهی
۲) نحوه پیاده سازی و اجرای نرم افزار
یکی از کلیدی‌ترین نکات هنگامی که یک سازمان یا شرکت قصد اضافه نمودن یک نرم افزار به بستر نرم افزاری شرکت خود را دارد، توجه به نحوه پیاده‌سازی آن نرم افزار است. زیرا، هر نرم افزار هنگام اضافه شدن به سیستم، نیاز به یک بازه زمانی برای تطبیق با شرایط دارد. گاهی ممکن است شما از متخصصان و مشاورانی خارج از شرکت خود کمک بگیرید تا نصب و پیاده ‌سازی نرم افزار را بر عهده گیرند. در این شرایط، نرم افزار ابتدا باید به کاربران آموزش داده شود و سپس مدت زمانی نیز صرف تست آن شود تا باگ‌های آن رفع شود. بنابراین، حتی خود نرم افزار هزینه آن چنانی نداشته باشد، باید هزینه‌های مربوط به آموزش کاربران و وارد کردن داده‌ها به بستر ارتباطی جدید را در نظر بگیرید.

۳) تطبیق کاربران با سیستم مدیریت ارتباط با مشتری مناسب
مهم نیست شما چه سیستمی را انتخاب می‌کنید؛ انتخاب شما هر چه باشد در ابتدا کارمندانی خواهید داشت که در مقابل تغییرات مخالفت کنند. این وضعیت اگر چه ممکن است به فروش شما آسیب بزند، اما برای همه اتفاق می‌افتد، زیرا بسیاری از فروشندگان فکر می‌کنند با استفاده از سیستم جدید ممکن است اطلاعات مشتریان خود را از دست بدهند. برای حل این مشکل باید به کارمندان اطمینان بدهید سیستم جدید قابل اعتماد است و تجارب موفق دیگران در استفاده از این سیستم را با آنان به اشتراک بگذارید. هنگام پیاده سازی و کار با نرم افزار، از کارمندان خود نیز کمک بگیرید و آن‌ها را در این تغییرات دخیل سازید. هر چقدر کارمند مالکیت بیش‌تری نسبت به نرم افزار حس کند و قدرت انتخاب بیش‌تری برای ابزارهای نرم افزار داشته باشد، راحت تر نیز با نرم افزار کنار خواهد آمد.

۴) انعطاف پذیر بودن سیستم مدیریت ارتباط با مشتری
امروزه دنیا به سرعت در حال تغییر است و هر نرم افزار برای موفق و موثر بودن باید بتواند این تغییرات را دنبال کند. ممکن است فروش شما به سمتی پیش برود که شما را به سمت استفاده از وسایل ارتباطی پرتابل مانند تلفن همراه هوشمند و تبلت سوق دهد. سیستم CRM مناسب، باید بتواند تلفن همراه و تبلت را نیز پوشش دهد. بنابراین، به دنبال ابزارهایی باشید که قابلیت پیاده سازی بر روی ادوات زیادی را داشته باشد. فراموش نکنید اکثر مردم امروزه به آسانی با تکنولوژی آداپته می‌شود و نمی‌توان از آن‌ها توقع یک سیر رفتاری ثابت را داشت.

۵) قابلیت محلی سازی نرم افزار CRM

سیستم‌های CRM اهداف زیادی را دنبال می‌کنند و هدف هر فرد در انتخاب این سیستم می‌تواند با دیگری متفاوت باشد. این اصلا نکته بدی نیست! بلکه در واقع مزیتی است که به شما این امکان را می‌دهد تا خود را از دیگران متمایز کنید. اما، باید سیستم CRM انتخابی شما به قدر کافی انعطاف پذیر باشد تا بتواند شما را به هدفتان برساند. علاوه بر این، سیستم CRM مناسب، سیستمی است که با رشد کسب و کار شما بتواند به روز رسانی شود و بدون نیاز به تعویض بتواند خود را با تغییرات کاری شما همگام سازد.

۶) سازگاری
اگر چه امروزه به دلیل افزایش تعداد اپلیکیشن‌هایی که از طریق APهای مختلف به هم متصل می‌شوند، مساله سازگاری نرم افزارها با یک‌دیگر کم‌تر حائز اهمیت است، با این حال بهتر است قبل از خریدسیستم مدیریت ارتباط با مشتری مناسب از سازگاری آن با نرم افزارهایی که در حال حاضر از آن‌ها استفاده می‌کنید، مطمئن شوید. اگر برای اتصال تمامی سیستم‌های خود از طریق APها مشکل دارید، دنبال بستر ارتباطی ثالثی باشید که بتواند تمامی سیستم‌های شما را به صورت یکپارچه درآورد.

۷) دموی محصولات
مطمئن باشید از طریق سیستم مدیریت ارتباط با مشتری انتخابی خود، به دموی محصولات دسترسی دارید و از آن مهم‌تر می‌توانید از دمو استفاده کنید. سعی کنید دموی محصول را بشکنید! این بهترین روش برای سنجیدن سیستم و پی بردن به نقاط ضعف و قوت آن برای به کارگیری در کسب و کارتان است. این نکته علی رغم اهمیتی که دارد غالبا از چشم افراد پوشیده می‌ماند، پس بهتر است همان ابتدا کمی زمان صرف آن کنید تا در آینده با مشکل مواجه نشوید.

همان طور که دیدید، انتخاب سیستم CRM مناسب فرآیند مهمی برای شرکت‌هاست. ضمن توجه به نکات گفته شده، زمان کافی را به پرس و جو و تحقیق در مورد سیستم‌های CRM اختصاص دهید و از اعضای شرکت نیز کمک بگیرید. در اینترنت نیز چرخی بزنید، بسیاری از سایت‌ها در مورد نرم افزارهای خود اطلاعات جامعی در اختیارتان قرار می‌دهند.