Taking the first step: a strategic approach to implementing CRM

Mark Britton
by Mark Britton 2 May 2018

Every business needs customers, and in the age of information and technology, every business needs ways of managing their customer data. This is going to be even more critical when the new GDPR legislation comes into force from the 25 May 2018.

As companies grow, customer data and information also grows until it gets to the point where you need more than a few spreadsheets to keep a track of everything. This is where Customer Relationship Management, or CRM, systems come in.

A good CRM system stores all the data you need, categorises it, and provides meaningful information at the touch of a button. If you have the right processes in place to capture the data you need, then the output information is invaluable.

In an ideal world, understanding your customers, their motivations, and their behaviours is the holy grail of any business. Get this right and align it with your business strategy and values propositions, and you have the model to achieve success.

This might seem like a simple approach and at face value it is. But so many companies struggle when it comes to managing their data, and especially their customer data.

Part of the problem is implementing IT and systems without first having a strategy in place for this and without developing a business case. Most companies these days are being pushed to automate systems and install and implement IT systems with an approach that focuses on what the technology can do without looking at why it’s needed in the first place and whether it’s going to generate a Return on Investment.

There are key questions that need to be asked before you get to the point of purchasing any IT system – even those that are out of a box.

  • Will the system give you operational efficiencies?
  • Will it reduce cost bases?
  • Will it generate ROI?
  • Will it reduce your IT maintenance costs?
  • How will it help your business to grow?

But perhaps the most important question of all is getting right back to basics and asking: what are the reasons for doing this?

At Crimson, we don’t sell IT out of a box. Our dedicated experts work in partnership with you to implement systems that align with your business strategy and its operations. We achieve this by understanding what makes your business tick, what business models you have in place, and what business processes you use to support this.

Understanding business processes is the first step on your journey to having agile, responsive and efficient technology that serves your needs, and is not just an end in itself. In short, we help you to build the strong foundations on which you can then build a solid framework.

Without these initial steps, implementing a CRM or any other IT system is likely to end up costing you. At worst you risk it failing completely, and at best you will end up with higher costs and headaches along the way.

Our two step approach can you save time, money and the headaches, but more importantly it will provide you with a Route Map that will guide you and help you to evaluate your journey every step of the way. By doing this you will be able to make the right decisions that will support your business growth and development.

The first step is to book a free half day workshop. One of our experts will come along to your premises and take you through the key elements of building your business case if you are looking at implementing an IT project.

Also available is a 10 to 15 day programme, which is a detailed look at your business, its processes and reviewing your IT requirements in line with this. At the end of this programme, you will receive a detailed report or Route Map, clearly outlining the business case for successful implementation. In our experience, the investment at this stage will not only save on cost, time, and effort, it will also clearly highlight your expected Return on Investment.

Topics: Technology Strategy, Micrsoft Dynamics 365, Microsoft Dynamics, Microsoft 365