During the two decades that she has been working with CRM, Gill has seen both the good, the bad and the downright ugly of CRM implementations. The problems change little, even as the technology moves on - plus ça change, plus c'est la même chose.
The biggest change is the increase in the belief that it should be easy, that training should not be necessary. And nothing could be further from the truth.
In this video, Gill Walker shows you what to look for as a cue to needing CRM.
CRM is no longer only for the big end of town. Even if you only have a handful of team members looking after your clients, if you have not implemented a CRM solution, taking that step now will probably enable a better service to your clients leading to happier and so more profitable clients.
Information loss can bring an organisation to its knees - the cost of recovery may be so massive. No organisation is immune to information loss. However, you can minimise both the amount of information loss that is happening and the potential consequences of that loss, if you have processes that manage your information. A CRM solution is likely to be a big part of this for your customer sales and prospect information.
What is the cost of NOT having a CRM solution?
Here is a short video to highlight what you get when you do not have a CRM solution. It is important to note that this refers to a CRM solution, not a CRM technology. It is very possible to have a CRM technology, to have spent a large amount of money on that CRM technology but still not have a CRM solution.
Let me explain. A CRM solution is a way of working, not a technology. Yes, the technology is important, but so are a wide range of other components which enable that technology to deliver to your business. Without these other essential pieces of the puzzle, technology becomes a waste of time and money. In fact, the technology choice is less important than many of these other pieces.
In this video, you will see why you should invest effort in the early part of your project on ensuring that scoping, testing and training all get plenty of consideration - more than the technology selection.
If you have decided to use a third-party company to do the project for you, it is essential to confirm that these aspects of the project are included in the budget. I have heard too many stories where training, in particular, was not included, but the budget was spent on software demonstrations.
CRM can be likened to a sausage machine - a piece of machinery that takes what is entered at one end and transforms it to produce something different at the other. Even if the machinery is the best in the world, it can only produce high-quality results when high-quality ingredients are put in.
In the world of CRM, this means that your solution must be designed and scoped from the perspective of both end-users and the reporting or business intelligence needs. The design of the solution must then take both of these requirements, and link them to the underlying data model of the CRM technology selected.
Successful CRM will give you an all-round, or 360-degree view, of your customers. For this to be achieved, all customer or client-facing users (within an area) need to be working from the same source of information, so that the one source of information is seen as the source of truth. After all, CRM is essentially processes that help the people, who are helping your customers, know what they need to know, when they need to know it, to get on better with your clients throughout the association between you.
If this is to be achieved, a number of things have to happen:
Sometimes, at any stage of the life of a CRM solution, it may benefit from a health check.
Typically, this will be because either CRM is seen to be running too slowly or because users are simply finding alternative ways to meet their objectives - which may, in turn, be because they feel that CRM is running too slowly or it is otherwise failing to meet their needs.
If your CRM solution is to deliver value to your organisation, it must be designed to so do from the outset. It is essential to avoid a cobbled together information architecture so that both data entry and reporting, or end-user and managerial needs are met.
In this video, Gill Walker explains what Business Intelligence is, and what you need to consider when designing your CRM to ensure that your Business Intelligence reporting needs are met.
There is little point in capturing all your customer/client and prospect information, and diligently entering it all into Microsoft Dynamics 365, if neither you nor anyone else can get it out in a meaningful way. Advanced Find enables you to ask lots of questions about your CRM and get meaningful answers. It helps to convert data into useful information.
Your CRM solution will contain a lot of data - data that has been keyed in by users, data that has been imported, emails and other communications, probably from Outlook, and other documents. And if your CRM solution has been designed properly, and your users have been trained appropriately, you will be able to get that data into useful forms. One of the mistakes in CRM solution design that we see too frequently is a system, which has been designed with only data entry in mind. When this has happened, it is often extremely difficult to create the reports and other useful information, that users or their management require.
There are several tools within Microsoft Dynamics 365 that enable you to make sense of all of the conscientiously captured information including:
Opsis is an expert Microsoft Dynamics 365 consulting company. Our focus is your Microsoft Dynamics 365 success - not licence sales or billable hours. As Principal Consultant, Gill oversees all business operations and strategic planning and execution, yet she still believes in offering personal attention to each and every client, so as to understand their needs and offer tailored solutions. We are based in Sydney, with clients in Sydney, Canberra, Melbourne, Brisbane and across Australia. We offer Microsoft Dynamics 365 strategy, Microsoft Dynamics 365 scoping, Microsoft Dynamics 365 implementation, Microsoft Dynamics 365 technical support, Microsoft Dynamics 365 advice and guidance, Microsoft Dynamics 365 training and mentoring.