Traditional methods of marketing relied on persuasion. They focussed on grabbing people’s attention, changing their minds and convincing them to opt for a certain product or service. Today, companies and businesses cater to an intelligent customer base. Thus new marketing methods in sync with the modern thought process needed to be adopted. Intuitive marketing is one such process. It is pro-customer and is based on what the customer thinks, feels and acts and how clients respond to the marketing strategies that are currently implemented. In short, today marketing methods are based on an intuitive understanding of the consumer.
To gain this understanding it has become imperative to have a strong customer relationship management system. But CRM is not a plug and play tool that can be added to a tech stack. Statistics have proved that 75% of CRM strategies implemented generally fail; not due to poor strategisation but due to poor user adoption. Thus, proper implementation and adoption form the core of a successful CRM strategy.
While implementing a CRM strategy can prove to be quite challenging, it is still a refreshing change that affects all employees at every level. Some practical tips to ensure the success of a CRM strategy are:
- Ensuring top management participation: The success of a crm solution depends on its acceptability and use by the employees and people. It has been seen that lack of initiative from the senior level management is the topmost reason for its failure. A CRM system implemented affects every individual present in the company. In such a scenario, the top-level management has to get involved and take an initiative to build credibility among the other employees. They have to inspire people to use it. Since all opinions and culture prevalent in an organizationare initiated by them, their involvement in the implemented CRM system will give rise to a positive rippling effect that will reverberate throughout the organization thereby assuring the success of the CRM.
- Presence of a superlative project manager: The presence of a project manager is mandatory for the implementation of the CRM. They ensure the proper deployment of the system. Since most CRM systems are cloud-based, its easy accessibility and quick activation make it easy for the project manager to accomplish a successful deployment. The project manager is also responsible for answering all internal questions related to the system. He liaisons with the CRM vendor regularly to ensure all updations are implemented and support can be immediately sought when and if the system malfunctions.
- Data management: CRM is as good as the data that is input. Thus the data entered has to be error-free and relevant to the concerned field. The CRM software can manage huge amounts of data and it can only yield accurate results when the data entered is complete and error-free. If data management is not properly followed, it creates problems both for the responsive crm platform and the organisation as a whole. Teams will disintegrate and there will be chaos and disharmony everywhere. However, proper data management enables organizations to take sales and marketing decisions with confidence, thereby increasing its measurability, efficiency and ability to provide its clients with long term solutions.
- Training and support: The implementation of any new tool should be accompanied by extensive employee training. CRM is no different. The software itself comes replete with a variety of tools that the users can easily learn and master. Some critical areas of the software require additional training and development in critical skills. This can be imparted with the help of a single or ongoing group or individual training.
The CRM tool is as powerful as the data entered. When correct data is fed into the system, it helps to increase revenue while at the same time decrease sales costs. Needless to say, a CRM system works best when it is aided by a strong sales and marketing strategy. While a marketing strategy works best with a high functioning CRM.