Articles tagged with: crm

Why implement a centralized CRM package - Main Pitfall & 5 tips

on Tuesday, 18 November 2014. Posted in Enterprise Software , Blog

Why implement a centralized CRM package - Main Pitfall & 5 tips

In my view, the top 10 reasons most companies move towards a centralized CRM (customer relationship management) system

  1. Move to get a more complete view of customers
  2. Automate previously manual and repetitive processes
  3. Make business processes consistent across the company
  4. Improve the quality and velocity of data.  Enter once.  Use many times.
  5. Replace of various systems/databases by one system
  6. Improve sales force efficiency, forecasting
  7. Deploying CRM enables corporations to become more customer-centric with their business processes
  8. Better user access to data and instant mobile analytical tools
  9. Improve communication among groups within sales and marketing organizations
  10. Leverages best practices throughout the organization 

A CRM system provides a one face to the customer and a 360 degree view of sales and opportunities, by establishing the reflex of having a common customer ID across data dimensions, you can provide visibility to all of the customer-related activity across the enterprise.

Tip #1 Dont focus on functional requirements

When focusing on functional requirements take into account all Tier 1 CRM, share the same functionalities, provide a better scoring to the vendor that is already deployed internally, for example if your company is more Oracle centric select Oracle if its SAP centric select SAP, this will help reduce the risks related to integration. 

Tip #2 Biggest risk will always be the data migration

crmdatamigration

          In a CRM project, put a focus on the data migration, bad data is the number 1 reason for project failures and overruns: 

     Main Pitfalls of Converting Bad Data

       Inaccurate report metrics

       Bad information wastes users time and effort

       Marketing wastes money and effort pursuing bad prospects

       Understanding your “customer” is impossible

       IT wastes time sifting through information and trying to make sense of it

       Operations has difficulty reconciling data against financial and other backend information

       User get frustrated, you lose valuable buy-in and adoption

Follow a structured approach and limit your initial scope of your data migration to converting:

 Accounts, Contacts, Addresses, Opportunity, Products, Notes, Attachments and Territories.

   Tip # 4 Data Cleansed then Loaded into CRM

   Define key systems where data will be cleansed and then convert to CRM

   Do the same with the transactional data, that will be loaded into CRM and which loaded into the BI for analytics

Tip#5 Setup CRM Center of Excellence 

      Provide one level 3 support group for all user queries, incidents, and changes requested.   Across all business unit lines.
     With established partnership for software break & fix, establish business-oriented service level agreements for availability, time to respond, and bandwidth/capacity for changes.

      I would say that the Achilles heel to all IT systems especially in CRM systems is user-friendliness. If in doubt, use the KISS method'Keep It Simple Stupid'. Do you have 2 ways you could do something? Always work with the simpler of the two. It's much easier to add a bit of detail rather than trying to take away from an overly complicated process.

 

 

Cloud-based CRM Services Will Continue to Gain Traction, Focus on Master Customer Data Governance – 3 Tips

on Thursday, 25 July 2013. Posted in Enterprise Software , Blog

Cloud-based CRM Services Will Continue to Gain Traction, Focus on Master Customer Data Governance – 3 Tips

 

Customers want personalized service and value, but all too often, efforts to give them this are hampered by inaccurate data. The problem is the data, if left unchecked, will rapidly erode at a rate of 20 percent annually, according to Gartner. That becomes an issue, since you won’t be able to focus on the right customers!

First step you need to focus on what is your customer data and then establish agreement on customer data ownership, always base your governance on target areas:

Below is an example if you’re a B2B , I would focus on the following master data:

*Customer ID/name & parent company (if any)

*Credit Ratings

*Geographic Locations

*(Contacts (sales, billing, shipping)

*Addresses (Bill to, Ship To, mailing)

*Project/order

CRM Master Data

1) In my view your CRM should be attached to your ERP and ecommerce systems if you expect to get more integrated and efficient business processes, at a bare minimum understand where your master and slave data reside.

2) Always expect with a cloud base CRM, a change to your lead-to-cash process cycle – Start early and maintain as much as possible the vendor out of the box functionality.

 leadtocashcycle

3) Once you have established starting point, conduct a data inventory to understand where the data is currently created, modified, and stored. This will give everyone involved a common insight into the scale of the problem. You can do this at a high level by identifying data subject areas as the diagram above or by developing a simple footprint matrix showing systems against subject areas.

Don’t hesitate to share your thoughts and tips,

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