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characteristics_of_a_crm_system

A CRM system with a one-size-fits-all approach seldom contains significant business worth. Before continuing with a Microsoft Dynamics CRM , enterprise organizations should carefully outline their approach to CRM by assessing the technologies involved. Inadequacies on either side can lead to failure. With an emphasis of analyzing business requirements and understanding the involved technologies which empower the plan, your company can make an efficacious and lucrative implementation. There are numerous aspects of the CRM system that are important to keep an eye on.

Relationship Management

  • Customer input
  • One-to-one solutions for customer requirements
  • Direct online communications with customers
  • Lack of recognition for effort
  • Customer service centers that help solve day-to-day business problems

Salesforce Automation

  • Sales promotion analysis
  • Automatic tracking of a client’s account history for repeated sales and/or future sales
  • Direct online communications with customers
  • Coordination of sales/marketing, call centers and retail channels in order to realize the Salesforce automation

Managing Opportunities

This allows enterprise organizations to manage unprecedented growth, demand and implement a good forecasting model to integrate sales history with sales projections.

Technology Usage

This feature is the epitome of following technological trends with ‘up to the minute’ customer data available. It applies data warehouse techniques to aggregate transaction information by merging the information with CRM solutions. It also provides key performance indicators (KPI).

CRM System Importance in B2B Space

Running a business is more challenging than ever today, particularly for small and mid-sized companies. New customers are exclusive, profits are under pressure and competition seems to be one step ahead of at all times.

Most sales and marketing professionals invest a lot of time with graphs, matrixes & funnels. It can be stressful for the entire team to achieve prospects and meet sales goals. Time after time, the team will fixate over the best ways to push prospects through to the sale. Moreover, our conversions are usually not good enough.

Helping Across the Entire Customer Life Cycle

At the very beginning of engagement with a new prospect, a CRM system can be used to help with both sales and marketing activities. Once the prospect is converted to a customer, a CRM system offers many benefits to fulfill customer service.

The steps in the customer life cycle that can be mapped with a CRM system include:

  • Awareness
  • Consideration
  • Trial
  • Adoption
  • Loyalty
  • Referral

Implementing CRM System to the Enterprise

Here are some universal rules regarding how implement a CRM system:

  1. Make a strategic decision based on the business problems you would like your CRM system to address, including what improvements or changes it should bring in the business processes of the organization.
  2. Choose an appropriate project manager. Typically IT will be engaged, however a manager with a customer service/sales and marketing business focus should be involved, as the impact of the project will mainly be on the business side.
  3. Ensure executive sponsorship and top management support.
  4. Empower team members with the required authority to complete the tasks.
  5. Select an implementation partner like Xavor. We have both vertical and horizontal business knowledge, as well as technical expertise.
  6. Define KPI’s that will measure the project’s success.
  7. Use a phased approach. Work towards long-term enterprise-scale implementation through a series of smaller, phased implementations.

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Faisal Saeed

Faisal Saeed is the Vice President of IT Services of Xavor Corporation with 20 years of experience in Software Development. His areas of interest include Workflows/Business Process Automation, Integration, and Enterprise Web Development. He specializes in dissecting requirements and coming up with intuitive solutions. You can connect with him on LinkedIn.