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CRM Tag

How to Stick with CRM Past Your Initial Data Import

Increasing user adoption is difficult for nearly every company that installs Customer Relationship Management (CRM) software. It’s a powerful tool but one that your staff needs to get used to. A lot of articles will tell you to incentivize team members or lead by example, but the tips listed below are four concrete, practical ways you can use ensure your team sticks with–and benefits from–CRM longterm.

 

Train, train, and train again! | Don’t make the mistake of only having one training session to get your team ready for CRM. Even if they understand how to use the software quickly, a refresher may be necessary. Give them the tools they need to succeed by providing extra training sessions, video tutorials, handouts, and manuals they can reference to solve problems on their own.

Get rid of the excess. | No one is happy when they have to enter useless information into CRM. It makes the software seem tedious, and no one likes searching through it later. Instead, take the time to get rid of any unnecessary fields in your CRM. It will declutter the page, streamline the process of entering information, and ultimately make CRM easier to use.

Check your phone. | Is your CRM mobile friendly? If not, it probably should be. Being able to access all of your precious data on the go is essential to empowering your staff to be productive from anywhere. This is especially true for your Sales Team.

Tap into your contacts. | In this day and age, nearly everyone has business contacts that they mainly connect with over email. All of those interactions–and the relevant information passing between recipients–may need to be logged into CRM. Make it easy by adding CRM to your email.

 

Don’t wait and hope that your team members will adopt CRM over time. Be proactive! Contact us to learn more about increasing user adoption.

CRM is an incredibly powerful solution for many organizations. It has been around for decades and during that time it has grown and branched out to support many different areas of business like field service and social listening. Once the decision has been made to integrate a CRM solution into your business, what’s the next step? How do you get started?

At DPT, the answer is simple. We walk every client through a thorough process to determine their unique needs and goals and assess what resources they can devote to this project.

Define Your Success in Business Terms | Choosing to implement CRM is a big decision for many companies. There can be a lot of pressure to justify the cost and labor involved, especially for project leaders. To mitigate this, DPT meets with key stakeholders and listen to what they want CRM to accomplish in business terms, not software functionality. We also note their concerns, pain points, and any issues that may need to be addressed down the road.

Get the Lay of the Land | Whether it’s analytics, marketing automation, or tracking different touch-points with clients–every business has a unique set of needs that they want CRM to address. Key stakeholder interviews give us a clearer picture of what our clients want and this step helps us determine how we can provide it for them. We analyze time constraints, cost, skills, people, and other available resources.

Plan For Change | Switching to a new CRM is a process and there are always staff members who resist the change. It’s important to have a realistic plan in place so your team can know how to better manage the transition. We’ll help you find the right balance between the “carrot and the stick” for your organization.

Deal with Your Dirty Data | Your organization has a lot of data and the fact is not all of it is clean. During this phase, DPT determines what it will take to integrate or transfer your data to useful information in CRM. This includes evaluating data quality, building a security plan to ensure your information stays secure, and determining how long the migration will take.

Draw a Roadmap | It’s common for companies to have a laundry list of things they’d like to use CRM for, but it’s impossible to attempt everything all at once. Instead, DPT will work with your team to identify which items are the most urgent and which can wait until later. Then, we’ll build a step-by-step plan to introduce these changes gradually. This will help ensure that users become comfortable with and accustomed to the new system at a reasonable pace.

Take the Next Step | After all of the evaluating and planning listed above, DPT will put together recommendations on what to tackle first. Think of this as a summary of the steps above. Your team will be presented with the roadmap, cost, and timeline for the highest value functionality. If your organization chooses to move forward with the project, then you’re well on your way to implementing CRM!

Begin your journey towards CRM implementation today! Contact us to set up a no strings attached consultation. You can also follow us on LinkedIn and Twitter to keep up with all things CRM.

CRM is a powerful tool for your business, but it’s also very dependant on its users. It’s not a project that can be completed and checked off the to-do list. Instead, it needs to be maintained in order to stay effective.

These five tips will help it be just that:

    • Listen to User Needs | Compelling reasons for adopting Customer Relationship Management (CRM) is an absolute must. For example, Sales needs to understand how CRM can help maximize their selling time instead of viewing it as “big brother software”. Implementing CRM is more likely to succeed if strategic planning and design provides obvious and clear value to both end users (be more efficient and effective) AND management (enable better decision making).Your sales team might waste time chasing a long-shot lead when there’s a hotter one on the table, because priorities haven’t been clearly indicated. Marketing may be targeting the wrong audiences because they can’t distinguish which leads are qualified. Project managers may find themselves running around and putting out fires because no one is following the same process.

 

    • Promote Continuous Improvement | The best way to integrate CRM into your business is by taking a comprehensive approach that promotes user adoption and best practices. Loading the software and training your staff isn’t enough. Driving users to continually improve will help avoid the potential for them to revert back to past practices.

 

    • Follow the Right Sequence | Like any other process, the steps for implementing CRM into your business must be in the right order. The proper sequencing of business strategy alignment, process standardization, requirements definition and tool selection is a key factor in determining success.

 

    • Define Metrics Early | Without an accurate compass, projects can drift, so it’s vital that metrics like resolution efficiency, close ratios, and campaign ROI are defined as quickly as possible. Metrics provide the necessary feedback to drive improvement.

 

    • Take What You Can Carry | It’s easy for well-intentioned projects to go awry by trying to take on too much or focusing too narrowly. It’s important to find the balance and only take what your team can carry. Use of proven Project Management techniques for effective scope, stakeholder, and resource management will increase the odds of success.

 

Want to know more about making CRM work for your business? Let’s talk. Contact us today.

A robust Customer Relationship Management solution (CRM) may not be at the top of most nonprofits’ wish lists, but it really should be. Whether they’re volunteers, donors, or those receiving services, nonprofits thrive on good, two-way relationships with their constituents. Doesn’t it make sense to invest in them? The returns can be huge–saved time and money, simplified daily operations, more effective outreach.

How CRM can give nonprofits a leg up:

 

    • Coordinated Communication. Between donors, volunteers, board or committee members, and those who receive services, a nonprofit has a lot of people to track. It often becomes more complicated if people occupy two or more roles like a volunteer that also makes monthly donations. CRM makes it simple. By streamlining data into a single source, nonprofits can track who they’ve communicated with, when, how, and how often. For example, it will keep people who occupy two roles from being on two mailing lists while still receiving information relevant to that role. It also ensures that outreach gets into the right person’s hands. This helps avoid mistakes like sending a letter to the husband when it’s supposed to go to the wife.

 

    • Efficient Processes & Systems. Saving time and money is a boon to any non-profit, and streamlined processes and modern systems will do just that. Once your CRM data model is set and processes running smoothly, daily tasks like donation follow-up and volunteer coordination will be more efficient. There will be more time in the day to do the work that really matters. You can ensure that more of your donations, grants, and other types of funding are going directly to services.

 

    • Preserve Organization Knowledge. If someone has been with a nonprofit for years, they may not need to reference statistics, procedures, and other important information simply because they know it off the top of their head. This system works great for them, but what happens if they decide to retire or move to another position? If that knowledge isn’t captured in the nonprofit’s systems, it’ll be lost. CRM mitigates this by building critical relationship information into its processes. It also grants access to several people or departments so the data can become institutional knowledge.

 

    • Relationship Visibility. Imagine being able to see all the touch-points and relationships for an individual or household in one snapshot. There would be records of events they attended, emails they’ve received, and face-to-face contact like times they’ve volunteered. There’d be no digging through dozens of spreadsheets or hunting all over a complex system to find one piece of information. CRM enables nonprofits to see this information at a glance. Having it all in one place helps provide better visibility and more effective marketing and communication.

 

    • Simplified Data Management. It’s no secret that executing critical projects like creating a new marketing campaign or planning an outreach event are complicated and time-consuming. It gets worse when spreadsheets, procedures, contacts, and plans have to be passed around in email after email. Nonprofits can stop the email chains and eliminate the need to constantly double-check information by creating a hub for all their information. CRM can be this one-stop-shop because it’s easy to add, edit, and share information.

 

While for-profit companies have been using CRM for years, many nonprofits haven’t taken advantage of it yet. This is especially unfortunate because they actually have greater potential to benefit from implementing CRM than their for-profit counterparts. Based on the fact that so many of the people they interact with fill multiple roles, the impact of creating an efficient, accurate database to track and interact with them is much bigger. It fosters clear communication which ultimately means the nonprofit can serve more people.

That’s a win-win in our book.

If you’d like to learn more about how your nonprofit can leverage CRM to drive strong relationships and further its mission, contact us. We’d love to show you a free demonstration.

Your sales team has mastered the pipeline and opportunity management portion of your new CRM solution and sales have been on a steady increase for an extended period of time. Until recently. Sales have flat-lined with a very real fear they may actually start to show a downward trend. Worse yet, the marketing and sales teams are at odds with one another as to how to solve the problem. Apparently, in an attempt to keep up with the Sales team, Marketing has been flooding the sales pipeline with, shall we say, less than high quality leads. Marketing is frustrated that the Sales team is ignoring hot leads while the Sales team has all but given up trying to figure out which leads are worth following up on!

What happened?

Let’s take a moment to review the events that may have led to the above scenario.

A number of organizations implement a CRM solution due to the growing pains that often follow increased sales and the subsequent demands it puts on the sales and support teams. At some point in time, without streamlining and scaling the sales process, the stress and strain of the sales volume can bring a team to its knees. An effective CRM solution can bring standardizationautomation and increased visibility to the sales process which in turn can relieve many of the pain points and permit the sales team to focus their energies once again on closing sales.

The result? A new pain point; the Sales team needs more qualified leads, and the Marketing team needs a more effective way to nurture and qualify leads for the Sales team. If only there was a “CRM” for Marketing.

Enter Automated Marketing!

What’s the next step to improving the management of your sales prospects and increasing your lead conversion ratio? Streamlining and standardizing your marketing processes should be your next step to increasing not only the number of leads in your sales pipeline, but the efficiency of nurturing and the quality of those leads as well.

Automated marketing techniques have been around since the ‘80’s. The simple task of automatically inserting a name on an envelope or letter was one of the first, of many, mundane tasks a marketing automation tool performed. Today’s automated marketing tools do so much more than personalize communications. Wouldn’t you like to know that your emails are being opened? Or who is visiting your website, how often they visit, what they look at and how often?

Per our DPT mantra, before you focus on the tools you need to develop your Marketing Automation processes and strategy before defining which tool is the best part of your overall CRM strategy. Whatever Marketing Automation tool you use, your processes and strategies need to be integrated into your CRM strategy to enable your Sales and Marketing teams to work more effectively together.

Common functions include:

  • Outbound email communications
    • Create newsletters and email responses with ease and in coordination with campaigns and utilizing your CRM marketing lists
  • Web Analytics
    • Know who is visiting your website and which content they’re downloading or viewing
  • Web form management
    • Easy-to-Build web forms “Contact Us” and customer surveys
  • Lead nurturing campaign with automated scoring
    • Communicate with and score a lead based on a prospect’s activities (email opens, website visits, content browsed…etc.)

Much in the same way that your CRM has improved the effectiveness of your Sales team, Marketing Automation strategies and processes can help your Marketing team focus their efforts on nurturing a warm lead into a hot lead that any Sales team would love to follow-up on and close!

Having both the sales pipeline and Marketing Automation portions of your CRM actively working together will align your Sales and Marketing teams towards a common goal. At DPT, we can help you take the next step in enhancing your CRM solution by incorporating Marketing Automation processes and functions. Contact us to learn more.

Have you heard of the CRM Death Spiral? Maybe you’ve experienced it. Over time, people stop using CRM because it doesn’t work for them, the data isn’t meaningful, and they don’t have the training and processes in place to know when and how to use it. So they gradually stop keeping it up to date. When this happens, the reliability and usability of the data decreases even more, which leads to less confidence in the CRM solution, which leads to less use of the solution… and the cycle continues.

If you want to get your CRM back on track, or are wondering how to get started with CRM the right way, here’s a look at the top five CRM success factors to help you avoid the Death Spiral:

1.Don’t ignore user needs

CRM strategies are more likely to fail if compelling reasons for adoption aren’t provided to all users. For example, most sales people believe CRM is “big brother software” instead of a solution to help maximize their selling time and close more deals. Proper CRM strategic planning and design should provide obvious and clear value to the end users – to be more efficient and effective, AND to management – to enable better decision making.

2.Include people and process change factors

Many CRM projects that fail are driven by a “load the software, train the users, and we are done” mentality, which severely limits chances for success. This approach ignores the potential for users to revert back to past practices. Successful CRM takes a comprehensive approach that promotes user adoption, best practices, and continuous improvement.

3.Use the correct sequence

Selecting a software package first will lead most CRM projects right to failure. Likewise, defining processes and functionality before aligning the strategic drivers and measurements will also lower success rates. The proper sequencing of business strategy alignment, process standardization, requirements definition and tool selection is a key factor in determining success.

4.Define business metrics

“What gets measured gets done.” This philosophy applies to CRM via management of sales (close ratios), marketing (campaign ROI), and customer service (resolution efficiency). Without an accurate compass CRM projects can drift away from what is truly important. Properly tied to business drivers, metrics are the necessary feedback component that drives improvement.

5.Don’t eat the elephant all at once

Scope control is important. Well-intentioned projects can go awry with trying to take on the world or focusing too narrowly on a small piece of functionality. Use of proven Project Leadership techniques for effective scope, stakeholder, and resource management will increase the odds of success with CRM.

Let DPT show you how to avoid the CRM Death Spiral. Through our focus on success factors such as solid change management and project governance, DPT can help you drive user adoption, develop meaningful metrics, and build continuous improvement processes to provide real business value and engagement over time. Contact us and we’ll be happy to discuss your unique needs.

Comparing CRM and ERP solutions is like looking at the difference between apples and oranges. Depending on the business problem you’re trying to solve, it may make sense to pick an apple or an orange – or in most cases – both. While ERP (Enterprise Resource Planning) standardizes and automates the back-end functions of a business, CRM (Customer Relationship Management) supports the “front office” functions by collecting customer information to grow a business through increased sales, higher retention rates, and better customer service. Essentially – while there certainly is crossover – ERP helps you run your business efficiently, while CRM helps you grow your business.

Why wouldn’t I just use the CRM module of my ERP or an accounting system add-on?

CRM and ERP require a very different approach to each strategy and solution. As with a car needing both an engine and transmission to drive, most companies need ERP and CRM to grow effectively – they serve different, but critically valuable purposes. Another way of thinking about the difference is how you sell and market your services as compared to the processes you use to deliver them. Each area requires different approaches, skill sets, techniques, and more.

Click to Tweet: “Most companies need #ERP and #CRM to grow effectively – they serve different, but critically valuable purposes.” http://ctt.ec/Nk2cS+

A good CRM strategy follows a “flexible processes driving technology” approach, whereas ERP typically comes with embedded predefined processes. Most cross functional processes utilize information from both systems. However, CRM is usually a consumer and producer of customer information, but ERP is typically only a consumer. The table below highlights a few of the other differences:

CRM ERP
Manages customer interactions and touchpoints Manages operational information
Benefits – Increased sales, service levels, customer acquisitions/retention Benefits – Lower costs, growth scalability, compliance
Primary interface for customer facing staff Primary interface for Operations staff
Requires flexibility to model complex customer relationships Requires high level of standardization for efficiency
Supports “Owning the customer experience” approach Supports efficient information management and access

 

Why do I need to hire a CRM specialist?

Sticking with the car analogy, if the transmission on your car goes out, do you go to a general auto shop or a transmission specialist? What this means is that getting the most out of your CRM means hiring someone that has specific CRM experience and approach to make it useable, provide value, and help your people see the need for using it. Most IT vendors and accounting firms trying to implement CRM the same way as ERP would be like hiring the general auto shop. Adoption is one of the biggest hurdles to CRM success – and ultimately, the ability to grow your business. Hiring the right CRM partner can make all the difference.

 

While most organizations recognize their need for ERP, they don’t necessarily see the need to have a separate CRM solution. As a partner to many Michigan-based companies, DPT helps evaluate your unique CRM success factors and create a solution that works. Contact us to start a conversation.