Marketing technology, specifically, CRM, has made it easier for businesses to implement successful customer management strategies. Every aspect of the customer journey is transformed into a process. It gives the business a good overview of its success in drawing and retaining customers.
With advances in marketing technology, CRM systems have grown in functionality. It’s not uncommon for a single platform to manage the entire customer engagement process. However, before you take the plunge into the next every-business-should-have system, its best you understand how to make your CRM work harder for growth. In this post, we will discuss the 3-steps to be taken.
1. The ultimate business goal
As mentioned earlier, CRM systems have more tentacles than they used to have. It can do almost anything you would like it to. However, like the Swiss army knife, it is unlikely every function is necessary for your business. To this end, it is important you are clear of the business goal it must achieve – reduce churn rate, shorten the sales cycle or nurture stronger customer relationships. With the ultimate business goal clear and transparent, the system can be made to serve it.
2. Design the strategy and tactics for CRM
A CRM system isn’t a bag of magic dust. It needs a strategy and set of tactics to make it an integral component of the larger business strategy. Companies that have turned their CRM system into a driver of growth found a role for it. With a clearly defined role, it becomes easier to measure its contribution to growth. On the same token, steps can be taken to enhance their effectiveness and efficiency.
3. Promote organisation-wide ownership
Unlike in the past, CRM systems aren’t the domain of the marketing or sales department. With the evolution of customer experience and engagement, the CRM system should be owned by various departments and individuals. With it, everyone has a part to play in making it work.
A CRM system is a key driver of growth. But it has to be integrated into the larger business strategy. To learn how to make it work harder, connect here now.