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Synchronization of CRM strategy and Business process with the CRM softwares

Sourav Patel
(Sonderborg,Denmark)

Keywords : CRM Business Strategies

Abstract :

A number of CRM related software are floating in the market place.But a common problem we can observe is the companies implementing CRM couldn’t be able to get the desired profits and the outcomes that they should and what have been increasingly promised by the CRM ERP vendors.

The Result CRM implementation failure within an organisation and the waistage of huge investment added with regular customer dissatisfaction, and unsatisfied sales people.

Here a research approach and a developed model how to maximize the alignment and integrate the CRM business process with the CRM ERP.

The Approach :

Now a Days CRM process is increasing gaining momentum in the companies to align their CRM related busiess processes and to goahead of the competitors in servicing the customers.

A number of CRM related software are floating in the market place.
But a common problem we can observe is the companies implementing CRM couldn’t be able to get the desired profits and the outcomes that they should and what have been increasingly promised by the CRM ERP vendors.
The Result CRM implementation failure within an organisation and the waistage of huge investment added with regular customer dissatisfaction, and unsatisfied sales people.

CRM failure within an organisation are legendary. A few sobering citations follow:

  • 2001 Gartner Group: 50%+ CRM failure rate
  • 2002 Butler Group: 70% CRM failure rate
  • 2002 Selling Power, CSO Forum: 69.3% CRM failure rate
  • 2005 AMR Research: 18% CRM failure rate
  • 2006 AMR Research: 31% CRM failure rate
  • 2007 AMR Research: 29% CRM failure rate
  • 2007 Economist Intelligence Unit: 56% CRM failure rate
  • 2009 Forrester Research: 47% CRM failure rate

The major cause of implementation failure, non alignment and non integrate of the Company business process and CRM strategy with ERP CRM.

Here below a short discussion how to align the CRM process for a maximum benefit to the organisation and a successful implementation.

“ If you can’t count & combine it,you can’t configure it”

CRM program dead,if you failed to weave in appropriate business strategy and the technical support.

A 2010 report from industry research firm CSO Insights says that more than 75 percent of U.S. firms have implemented CRM strategies to accelerate top-line growth, improve the customer experience and boost the productivity of frontline workers.

Here is the 4-R model for starting a step ahead to synergize:

  1. Recognize from within :
    Recognize internal department goals, objectives and the decision-making process, and provide customer data to improve business decisions.
  2. Re-Engineer it :
    The strategies continuously need to be refresh to meet the changing market conditions,customer needs and to ahead of the competitors.
    So reengineer the strategies according to the changing market dynamics.
  3. Resilience & Agile :
    If you are wondering why some companies seems to thrive in good times & bad,they do have a secret.Ther are agile.They are resilient.They are customer centric.
    – Build cross functional collaborative team
    – Design business process from your customer’s perspective
    – Drive customer life time value up
    – Learn how to adopt as the customer landscape change
  4. Re-evaluate the strategic sourcing trends

(Please note, This entry was written by one of our visitors and submitted to our SmallBizCRM User Content (C2) Section. The author’s views below are entirely his or her own and may not reflect the views of SmallBizCRM).