CRM - Why? Why small businesses need a CRM solution
In this presentation, part of InnovestSME's "Start-Up Business Ownership certificate", on 9th December 2017, Gill Walker highlights some of the key functionality that successful CRM should deliver to any business.
CRM is essential to the success of any business - large or small
This presentation shows the owners of start-ups, owner-operator, small businesses who have little experience of CRM, how a CRM solution is essential to their success - now and in the future.
The concepts coveredin this presentation include:
- Why all businesses should include a CRM solution as part of their strategic plan
- Different meanings of CRM
- Benefits that successful CRM - regardless of the technology selected - will bring to you
The presentation highlighted the five ways that you can make more profit; from each customer and from each sale, and how your CRM solution can help with all of those. We clarified the real meaning of CRM - whether you understand it to be Customer Relationship Management, Client Relationship Management, Customer Record Management or Client Record Management - which is far less about technology, and more about your processes. While in the twenty-first century, it would be difficult to have a CRM Solution that did not have technology as a key part of it, a CRM Solution is not a technology. It is the processes and how you and your team use the technology that will make it successful - or not successful.
In my broader CRM consulting, I often highlight that CRM projects do not fail because of the technology; when a CRM project fails, it will have failed because of human decisions. Typically, the decisions that lead to failure are decisions that :
- lead to poorly done changes to the software - either because of lack of knowledge of the technology or of business needs
- cause testing to not be done effectively
- allow forgetting about the change management and the associated training
- don't ensure that users' data is brought into the new CRM technology correctly.
If you can get these three aspects right, you are on a better path than many CRM projects.
Published by Gill Walker