Too often, companies implement technology as a solution without really understanding the overall picture. What they end up with is the ability to do a couple of new things with some bells and whistles that make day-to-day tasks a little bit more efficient.
Over the past ten years I’ve worked with many customers who have taken this approach to CRM implementation and miss out on the real value a CRM solution can bring.
Organizations need to think about CRM as a business strategy. If a business implements the same technology but with a good understanding of the overall business strategy, people are enabled to deliver on a company’s mission statement. And the difference is huge.
A company’s mission statement represents the core values and goals they are trying to achieve:
- What is the company trying to do?
- What problems or pain points do they solve for their customers?
- What does their product or service do for their customer base that makes customers want to choose them?
CRM as a business strategy is all about transforming business so that everyone within the organization is aligned to the company’s goals and able to better achieve the company’s core mission values. It’s much more than just making it one less click to perform daily tasks, increase customer satisfaction, or decrease resolution time on Help Desk support tickets.
It’s why and how your business will use a CRM system to meet these objectives.
CRM as a Business Strategy – Where You Need Start
Whether you’re adopting or are planning to adopt a CRM solution, start with a business strategy-first mindset. In order to align your business, key stakeholders, and technology partners, I believe there are four first steps your organization should take.
Step 1: Understand your business strategy.
Step 2: Define baseline performance metrics of success and how those will lend or detract from meeting your business goals.
Step 3: Determine the numbers you need to meet or exceed your business goals.
Step 4: Choose a technology CRM partner who focuses on CRM as a business strategy.
The first questions you need to ask yourself (and your technology partner needs to ask you) are simple, but very important:
- What do you do?
- Why are you doing this?
- What value does it bring to your customers?
- Why do they want to do business with you as opposed to your competitor?
These are your differentiators and are key to your CRM implementation success.
As the new Dynamics 365 Practice Director at Jibe365, I am excited to help our customers apply this business strategy-first mindset to their CRM systems in order to meet business requirements, reach business goals, and help alleviate some of the business challenges faced on a day-to-day basis.
I’d be interested in hearing your thoughts on CRM as a business strategy. Let’s connect on LinkedIn and set up a time to chat.