At a time when the availability of products and services has become a standard across countless providers through digital channels, customer loyalty is increasingly becoming a privilege for both retailers and manufacturers. A strong relationship with the customer is the key to long-term business success.
So how does customer loyalty lead to success? Targeted customer orientation based on the principle of personalisation can systematically cultivate customer relationships. The documentation, administration, and profitable preparation of the necessary data, however, requires the sophisticated technological support of a CRM solution suitable for the company.
In our new white paper, “Selecting Customer Relationship Management Software” we’ll provide an overview of the basic characteristics of customer relationship management, a guide to system evaluation, and a detailed overview of system vendors on the market. For examples, solutions from companies like Sugar CRM should be considered for small and medium-sized companies, SAP for medium and large companies, and Salesforce for any company, regardless of size.
Success factors for the implementation of the right CRM system
For the introduction of a CRM system to be successful, companies should first consider and fulfil four requirements.
- Strategy: It should be examined as to what extent the current corporate strategy already contains concrete statements regarding customer processing and development. Important key questions are at this point, for example: Over what period of time, in what form, and with what goal should the individual customer segments be processed or expanded?
- Employees: The introduction of a new CRM software is not possible without your employees! A new CRM system does not automatically improve customer responsiveness or efficiency. They ’re the most important part of any company, with their attitude and focus on the customer, and have a decisive influence on the success of the project.
- Organisation: The best conditions for the introduction of a CRM system should also be created within the corporate organisation for its processes and structures. In this case, a process-oriented organisation design is best suited to secure customers.
- Culture: Another key factor is aligning the entire corporate culture with the needs of the customer.
Since the implementation of a CRM project has a large influence on all business sectors, it also brings a far-reaching potential for conflict. For example, lack of user integration or missing/immature CRM strategy. If you know the potential risks, you can work out solutions and strategies in advance, thus keeping project costs low. So don’t fear!
With the help of a structured preliminary phase and various methods, such as design thinking, our digital experts can help to plan, implement, and execute a system for the digitisation of marketing, sales, and services. Download the white paper and find the right CRM software!
How can companies benefit from CRM software in the long term? How do you choose the right customer relationship management software for your own business? What criteria play a role in making a decision? These questions and even more are explored in our white paper, using hands-on examples, and thoroughly comparing vendors on the market, including the brand new dotSource Vendor Matrix for Customer Relationship Management (CRM) software. Here’s the free download.