Factors that make up the success of the CRM system



CRM programs are designed to help businesses gain a long-term competitive advantage and improve operational efficiency. It's vital to focus on a few key success characteristics for Customer Relationship Management systems:

People

People are the most crucial factor in CRM programs' success. People play a key role in the CRM strategy, both for internal employees and for external customers. Additionally, for an efficient CRM implementation to effectively reach customers and satisfy their expectations, the entire commitment of the organization's employees and management is necessary. This involves a new level of participation from all staff, a new level of organizational collaboration, and a new approach to customer communication. Strengthening organizational structures, training to assist team members in learning how to integrate and apply new procedures into their regular work flow is also included.


Process

The process factor is one of the most crucial because poor CRM business process automation will simply speed up the inaccurate process. All of the departments and channels operations must have a clear goal and specified procedures such as how its efficacy and success will be measured, as well as who owns and manages these procedures. Every procedure, no matter how basic or complex, must begin with careful consideration. Companies need avoid making the mistake of expecting poor processes to improve after they are automated.


Technology

All of the factors above are strongly dependent upon technology. Technology refers to computer technologies that enable a business to collect, organize, store, and analyze customer data. Businesses will also need to identify and monitor technologies that are likely to influence their operations. This contains a wide range of future possibilities such as email lists, telephone integrations, interactive voice response, Web-support, workforce optimization, etc.

Source: 1. crmneeds.com, 2. Shabani shojaei, Alizera (2015) “Critical Success Factors of CRM: Antecedents to successful implementation”. Management Inovator 8

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