3 Ways To Get The Most Out Of Your Cloud CRM Implementation

Customer relationship management (CRM) software vendors sometimes promise the world to customers. Many distributors are choosing cloud CRM systems to help run their operations due to the integration with other lines of business like accounting, order processing and e-commerce. Increased business, higher profitability and better visibility throughout the organization are just some of the benefits offered by cloud CRM, but merely buying a new system does not mean your business will be able to take advantage.

Only a well-planned and properly executed CRM implementation will allow users to see a meaningful return on investment. According to an article on CIO.com, there are three important ways to view a CRM implementation, and it’s vital that an organization understand its goals for the CRM system prior to implementation to ensure it can be used the way it’s intended.

1. Information storage: One way to use CRM is for storage of information about the customer relationship. Using professional service firms and boutique financial services as an example, the article describes the primary use of a CRM system as maintenance of the relationship’s history and details.

   “The focus of this use case is collecting and organizing as much information as possible, as easily as possible, about prospects and customers. Key inputs are email, contact lists, address books, event planning/execution and documents. Key outputs are customer and prospect status reports and activity summaries by segment,” the article notes.

   The sales cycle is simpler in these companies and the stages of the cycle less delineated. However, even in these simple cases there is a heavy reliance on cloud CRM due to its ability to go mobile and promote collaboration.

2. Collaboration and coordination: In companies like large equipment manufacturers, OEM supply chains or commercial construction, there is more focus on account management, renewal business and multi-phase contracts. In these companies, a cloud CRM system is often used to integrate the marketing, sales, engineering, manufacturing, service and support lines of business.

   “In addition to the scope described in the ‘smart file cabinet,’ the CRM system needs to be integrated with several other IT systems to provide at least daily updates to the customer ‘state of play,’” according to the article.

   Further, workflows are necessary to notify users and customers about the status of certain processes. Cloud CRM is ideal for a situation like this since it can easily adapt to and integrate with several other IT applications. In fact, cloud solutions like NetSuite include an entire suite of products already integrated in the cloud as well as the ability to design these workflows.

3. Process-driver: Finally, there comes the most robust implementation of CRM. Distributors with highly synchronized marketing, sales and customer service will need their CRM system to act as the driving force of the entire business machine.

   On top of the first two use cases, the article states that “workflows, approval cycles, escalations and management by exception need to be implemented for marketing deliverables and programs, sales cycles, order expediting, customer support and professional services.”

Understanding where cloud CRM fits into your organization is extremely important to ensuring proper use and return on investment. Working with an experienced partner can greatly increase the ability to tune your CRM system and understand the capabilities of your employees which, in turn, increases the likelihood of a successful implementation.

Call us today for a free demo and discussion of how a cloud CRM system can fit into your business.

Source: CIO.com, November 2013