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Sometimes you have solutions to business problems, but your management just won't listen. Some people in the company are also working on this, who have tried to attract investment in CRM projects and hope to get support from colleagues to implement the system, but failed. What makes them even more frustrated is that they realize that without an effective CRM solution, their ability to improve performance standards will be limited. Therefore, unless you have a reliable CRM project application (project reason or project value analysis), your boss may not approve the investment. That is:

Why do we have to carry out?

What problems (or needs can be met) can be solved?

What benefits can it bring to the organization?

Is it consistent with the core strategy of the organization?

Some detailed project demonstration analysis may also include: the comparison of alternatives, project output, rough estimation of time and cost, project implementation ideas and so on.

Therefore, you can follow these steps to come up with a compelling CRM system project demonstration.

Identify the business problem you want to solve:

The goal of this step is to present a specific problem statement that needs to be addressed because it hinders business growth. These problem statements form the basis of your rationale for implementing the CRM system project.

First, answer the following questions. If your answer to these questions is "no", then this is the problem you want to solve.

Sales representative:

When replying to a potential customer's email, can you see the transaction details from your email client?

Do you have a group mailbox where you can easily collaborate with other team members?

Do you make it easy for your customers to choose meeting times by sharing calendars without having to play phone tags?

Can you get a document signature in a few minutes without printing and courier?

Do you get real-time updates when important events occur to your customers?

Do you receive an alert when the contact is idle for more than a certain period of time?

Can you set a reminder to follow the notice when you are out of the office?

Sales Manager:

Do you know when to expand your sales team because the sales pipeline has overflowed?

Can you easily generate a perspective report of the data?

Do you have a dashboard that shows your team's sales channels, opportunity amounts, and risky opportunities?

Do you know how much sales you lost last quarter? Why?

Do you know which sales representatives' performance is higher or lower than expected?

Can you list all the inactive transactions last week?

Can you quickly track the activities of sales representatives for specific customers / prospects?

If one of your sales representatives leaves your company tomorrow, do you have all the information about the customers they are dealing with?

Marketing representative:

Can you quickly segment prospects with similar characteristics to send targeted messages?

Can you establish a drip irrigation marketing campaign that allows you to cultivate high-value clues through different sequences of behavior? (an effective drip irrigation email is a series of pre-written emails sent by marketers according to the time and order chosen. Starting with the date of the subscription, each user receives a series of emails in the same order. By contrast, e-mail newsletters are sent to all users at the same time. )

Can you rate your cues based on who they are and how they interact with you?

Does your lead score also take into account the participation of your prospects in email, chat, phone and website channels?

Do you get a reminder when a potential customer mentions your brand in any social channel?

Marketing Manager:

Can you automatically get the sales lead from your website to the CRM system?

Do you know what your customer base is?

The most representative of your leads?

What are the chances that customers will buy from you?

Who are the customers who buy the most from you?

Can you rate your clues according to their identity and the way they interact with you?

Can you break down your clues and customers to send them targeted activities?

Do you know which marketing activities have achieved the highest participation and conversion rate?

Is it easy for marketers to hand over leads to the sales team when sales are ready?

Can you send a survey to get feedback such as NPS (net recommended value of NetPromoter Score)?

In addition to email or screenshot copying, what else can you do to pass on the lead information to the customer?

Customer Service Agent:

Can you view recent chats, cases, and phone calls when viewing cases without having to click or go somewhere else?

Do you have a system that provides recommendations for accelerated response?

Can you send default responses to frequently asked questions with one click?

Do you have a complete purchase history of your customers to answer their questions?

After a case is resolved, can you automatically request customer feedback?

Is the customer request distributed to the correct agent?

Can you quickly upgrade high-priority queries to ensure quick resolution?

Customer Service Manager:

Do you know how many customer service problems each of your customers had in the past?

Do you know how many cases your team members solve every day?

Can you quickly identify process bottlenecks?

Do you have an appropriate process in place to ensure SLA (service level agreement, service level agreement) compliance?

Can I view information about each contact or deal across the team, including notes, phone calls, and scheduled tasks?

For senior managers in particular, they are likely to be out of touch with customer contact points and may lack awareness of the actual pain points in customer service delivery, especially in the context of current poor reporting quality. If you can make decision makers experience and recognize the problems, they can turn them into problems that every manager wants to solve-high customer turnover, low cue conversion, and rising service costs.

After all of the above issues have been identified, build the problem statement. A detailed description of the problem statement helps identify the needs of key audiences and executives for the solution. Valid problem statements should include:

Problems.

The business part is affected by the problem. Such as: team productivity, customer experience, teamwork.

Describe how the problem affects these parts of the business

Example problem statement: our sales team needs to spend a lot of time updating the data on the spreadsheet to manage sales activities. If these updates are not completed in real time or unexpected updates are recorded, the sales representative will use incomplete or incorrect customer data. This process is inefficient and the prospect is worrying.

State what you want to achieve

To get the most out of your CRM project, you must set clear goals. Every enterprise has its own goal. Especially when senior managers and directors have realized the benefits of using the CRM system, but do not believe that the entire organization can accept CRM, then look for key indicators. For example, one company wants to provide better customer service to retain 5% more customers, while another wants to improve the sales process to complete 10 times as many transactions. So analyze your business areas and prioritize them as needed. Several CRM system goals worth pursuing:

Reduce customer acquisition costs

Shorten sales cycle

Improve customer satisfaction

Reduce case resolution time

Reduce operating costs

Increase the conversion rate of leads

Gain full visibility into the sales pipeline

Reduce administrative and repetitive manual tasks

Create a highly targeted customer marketing list

Of course, if you can demonstrate how to measure these metrics immediately and specify who is responsible for using CRM to achieve improved results, this will give your CRM project application an advantage. Business intelligence reports and key performance indicators are important to senior managers. A useful way to promote CRM projects is to identify key indicators, demonstrate ways to measure them, and identify people responsible for using CRM to improve performance.

In addition, senior decision makers can talk to their industry counterparts who have successfully implemented the CRM system when persuading senior executives what goals can be achieved through the CRM system. If they can see competitors, consultants, and business partners gain an advantage from CRM, this will help you build a more convincing case.

Create a CRM system requirements list

Now that you have a good understanding of the problems you want to solve and the goals you want to achieve through the CRM customer relationship management system, list them all and prioritize them. The following is a list of typical CRM system requirements:

Have each CRM user prioritize the list of requirements according to their specific needs. Once all team members have submitted their requirements rankings, summarize the results.

Determine the budget

When looking at the CRM software budget, you need to consider three core cost components: software costs, support costs, configuration, and customization costs.

Software cost: software cost is the easiest to budget because it is almost static. Most online CRM systems on the market are priced at fixed monthly or annual prices. You will also find several programs that meet the needs of small, medium and large enterprises.

Support costs: user training, implementation support, and sometimes some consulting fees.

Configuration and customization costs: the biggest problem with CRM projects is requirements creep (also known as scope creep). During the implementation of the project, we often have some new ideas, and if we need to add new ideas (new functions / requirements) to the design / development process of the project, the project will naturally change in the end. The scope layer that determines the functions / requirements is affected. The CRM system helps to solve the business needs of the company, but the business runs in a dynamic environment-the operating environment is constantly changing, affecting business processes and decisions. As a result, costs may increase as configuration and customization requirements change.

In addition to these core costs, the indirect cost that needs to be considered is the impact on employee productivity during the implementation phase. The implementation cycle of a complete CRM customer relationship system may range from a few days to weeks, depending on the availability of resources and the complexity of the system.

Now, your business problems, the goals and functions you want to achieve, and your budget have been identified. In view of the fact that there are so many CRM Changsha and solutions on the market, it is easy to build a candidate list of dozens of options. However, decision makers do not have time to screen and select from multiple CRM software vendors, so if you want to get a positive result, please conduct preliminary research and investigation in advance, and eventually submit no more than 5 CRM solutions to narrow the selection.

Common questions and doubts

Many enterprises are always hesitant in the process of investing in new technologies and experiencing changes. Here are some common doubts:

CRM system is only suitable for large enterprises: no enterprise is too small to implement crm system. If your goal is to better sell and communicate with customers, then you need one.

Our current system works well: for many people in the organization, change can lead to frustration and stress. Therefore, please explain the problems with the current system and the benefits of switching to crm software for support.

CRM is difficult to learn and use: most crm software is designed to be intuitive and easy to learn. You can always get free support in case you get stuck.

CRM is expensive: cloud-based CRM saves hardware and installation costs while giving you access to crm systems anytime, anywhere.

CRM implementation is a time-consuming process: in most cases, you can log in immediately and start using the application. As for most applications common to enterprises, they can be deployed and run in a matter of days or weeks.

I want CRM to take place in one step: in addition to ensuring that CRM strategies and technologies adapt to long-term needs, it is important to show how to achieve short-term benefits. Successful CRM projects usually start with initial deployment to a small number of high-priority teams, where CRM technology enables them to quickly optimize processes and achieve rapid improvements. Once early results are established, there is a solid foundation to extend CRM to other areas of the business. For a long time, we have suggested that the CRM system should be implemented in stages, which is the best way to start up quickly and achieve early results, which will provide a guarantee for further investment in the future CRM phase.

Financial reasons and return on investment

Interesting fact: according to a study by Nucleus Research, every dollar spent on CRM implementation generates as much as $8.71 in sales.

There is a precise definition of return on investment in pure financial terms. This is just a comparison of investment and return. However, because the results of the CRM customer relationship management system also involve some non-financial benefits, accurate ROI calculation can be tricky.

The return on CRM's investment is difficult to quantify at first, but in the long run, it is worth increasing sales, increasing employee productivity, increasing customer retention, and reducing operating costs.

Draft CRM project argument and submit it

Use all the data collected to create a compelling project demonstration and submit the proposal to management for approval. Use the above steps to get your management to accept CRM software, and you will soon be able to build better customer relationships.

Please indicate the source of the reprint: Yihai Software (http://www.frensworkz.com/)

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