How to successfully implement a CRM-system in your business

What is CRM

If you think you do not have a CRM-system, it is likely to be mistaken. relationship management with customers, it is also CRM, - is, in fact, and metered notebook with customer data, and the mega 50's circular file a Rolodex, and, of course, our favorite Excel.

However, in the digital-world under the CRM-system we used to imply a specialized software. But what exactly?

Developers themselves often argue about whether their CRM product or is ERP (system planning Enterprise Resource), BPA (business modeling system) or BRM (control system business rules).

Sometimes I meet argued that the company calls any such CRM products - it's easier to look right customers. But this way, they are administered in a confusing market, and it becomes difficult for novice users to navigate it.

However, the root of evil still not in software companies and their marketers. The fact is that in Russia there is no document enshrining the concept of CRM-system and its standards. At the same time, the business has a lot of evolving requests automationWhich are embodied in the new product features. Therefore, CRM-system today are astonishingly varied.

And yet I will outline some boundaries.

CRM - a computerized system, which is building a relationship with the customer throughout the lifecycle of the relationship, from the incoming contact to sale.

All this relates to the transactions with the client and its status. Last changed when driving on the sales funnel. The client is transformed from potential into an active, from active to permanent, from DC to the lost.

Throughout the process, you need to interact with the client in all possible ways: email, chat, SMS, phone, app. And these functions are integrated into the CRM-system: first, it helps to turn a potential customer of an active, and then - doprodavat services. CRM analyzes consumer behavior and shows the manager that you must do: call back, tell us about events, to congratulate on his birthday.

Of the above - is the core CRM functionality. But the products are developed, CRM-system grows new features, so in preparation for the automation you need to carefully examine what you offer.

We identify ourselves as an automation system with integrated CRM fitness clubs, because the product automates the entire range of business processes (finance accounting and marketing activities, control work of trainers, analysis of stocks for fitness bars and cafes), and not only communication with customers. But clients routinely refer to our CRM-system. We do not correct them, and in this confusion with the definitions set up their ads under the common request.

Tip: If you select the automation product is abstracted from the definitions and focus on specific tasks that you intend to resolve. And then check if these features in the proposed instrument.

How to prepare for CRM Implementation: 4 steps

Step 1. Decide what kind of system you need: universal or branch

This question is raised by many business owners in the CRM seek. And that answer is the software companies? Those who promote industry-specific solutions, convinced that the business processes in the café and the transport company are too different, and it can not be ignored in the process of automation.

Developers also universal systems emphasize benefits such as simplicity, ease of use, lower price. Quite often you can hear from them that CRM industry in the majority of cases were "born" by chance "to finalize the pair of functions for a specific customer, and now replicate to the entire industry."

I must say, I belong to the first camp in this confrontation. But with the last argument partly agree. Sometimes CRM for real estate agencies from the CRM for beauty can be different only in name cards and golf reports - to pay for it, of course, does not make sense.

The goal of a good branch program - do not operate on a professional slang to the user easier to read, and to deepen cooperation with the customers of a particular market. Features a universal system, it is generally sufficient to practice the first block of business processes - Translated by Lida in the client and bring it to the sale. But to work on customer retention, it is necessary to take into account the specifics of its behavior in a particular niche. This is especially valuable for business, working with our regular customers, which need over and over again to motivate to make new purchases.

Here is an example of the fitness market. Triggered marketing tools, and a customer bought an annual membership at the club. Businesses need to repeat purchase in a year, as attract new customer costs ten times more expensive than to keep an old one. And here it is important to consider how often a person goes to training, what lessons are interested in and follow the remainder of its service packages.

To do this, you must relate the behavior of the client with the cycles of his life in the club: adaptation period, a stage of active use of the service. Given the life-cycle stage, it is necessary to involve the person in the different activities of the company: to invite to the event, test training, seasonal promotions. As part of the whole cycle, it is desirable to make contacts 10-15 - depending on the triggers that are activated in relation to a specific person. And then you can analyze the statistics on the extension and to understand which tools are working for this purpose the best.

Tip: You compare not only the CRM industry together. Test the universal system, and then the branch, compare function. Take a look at the existence of an industry solution: the business processes of a particular market can not work out for one year.

Step 2. Sformirute team for CRM implementation

The introduction of CRM-system - it is a multi-step process that must be treated as a big project. All the basics of project management should be applied here - to assemble a team, to calculate the necessary resources, to distribute functions.

Who should be on the team?

• Head of business. To order - "to find and implement!" - utopian option. CRM solve strategic business problems, so the wishes and goals of its head - the starting point of the work. What kind of data, the reports you need, what digits are not enough to make key decisions - request form owners.
• Head of Sales Department and experienced managerKnowing the specifics of the process.

Then the list can go on depending on the nature, objectives and automation company size.

• leaders those departmentsWhich touches automation.
• Specialist IT departmentIf there is a structural unit.
• Opinion leaders in the departments. These people are working on the front line and know many nuances in practice, as well as capable of be an example for the other employees in the process of introducing new working arrangements.

If you have not fulfilled in practice sales algorithms can be included in the team invited expertsWith experience implementing CRM in your niche.

Tip: Do not inflate the composition of the project team. Let only the key users will be included in it. So you will take the necessary decisions expeditiously and implementation process will pass more smoothly.

Step 3. Determine KPI

Let's see, but what initially want from CRM-system managers? Inflated expectations or unformed, in my opinion, one of the main reasons for the automation of business projects fail.

Often dream about CRM as a unicorn, which runs on a rainbow and fulfills all your business desires. The control system of customer relationship really needs to improve these relations and, as a consequence, increase the profit. But this criterion is quite broad and vague.

Identify specifically what you want from CRM:

• increase customer loyalty (to allow more of leads passed to the transactions);
• increase in the average ticket per customer;
• expand its customer base;
• optimization of managers (on request to spend less time than ever before).

Accordingly, for the objective measurement of the effectiveness of the CRM-system, more before its implementation is necessary to know:

• how many of the 100 of leads resulting in the transaction;
• what the average check your client;
• the percentage grows the customer base per month;
• how much time the average manager spends on the application process.

This list you can continue to do, everything depends on the specific business needs.

Another point. CRM-system works, if it is used. Managers work out reminders, correctly filled in the customer card data, and managers to view reports, draw conclusions and adjust business processes. Therefore, before the implementation of CRM need to adjust your employees to actively work with the system as a tool that will improve the their KPI.

Tip: formulate clear criteria for evaluating the effectiveness of CRM at the initial stage. Approach to the issue consciously. CRM is not able to improve the skills of the seller, but the ability to make it more disciplined and workflow clearer.

Step 4. Calculate your budget

The final cost of the automation project consists of the cost of the program and its implementation and support costs.

The first part is easily predictable, and it becomes clear after examining the sites of vendors, where painted all rates and their content.

The second part of the cost is not so obvious, why dwell upon it. What else is included in the total cost of the implementation of CRM-system?

• customization. Modifying the system for your specific needs is necessary if you have selected a versatile product and realized that some of the features still missing. Finalization can pass through its IT department, freelancers or CRM developers. Spending will vary accordingly.
• System Setup. In complex products, automate complex processes, setting the system requires certain competences and is sold as a separate service from the developer.
• integration. Consider, what additional services should be integrated CRM (access control system, IP-telephony, and cash register equipment, and so on. D.), How and by whom this will be done.
• Maintenance. Pre-check with the vendor's technical support conditions of the program, which features premium, what - no.
• Number of users. Take your time and count the exact number of regular and occasional users of the system in your company, not to overpay for unclaimed jobs.

Depending on many factors the cost of implementing CRM even close to the scale and nature of activity of the company may be very different.

conclusion

CRM implementation - it is time-consuming and responsible for any organization. But I am convinced that it is absolutely necessary for all companies, whose client list has passed the column with the serial number 100 Excel plate.

Automation of business processes - have not a luxury but a necessity to survive in the competition. According toCustomer Relationship Management TAdviser, 70% of large Russian companies have already implemented or that the CRM system in the world market. CRM uses 95% of large corporations with revenues in excess of $ 1 billion, including medium-sized companies of 60%, and among the small - no more than 25%.

Join those who are on the way of development!