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In this article, we will look at the key steps and challenges of implementing CRM in a company, tell you how to implement CRM step by step, and compare dedicated and ready-made solutions to best demonstrate and help companies choose the right solution and carry out the process in the easiest way.
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How to implement CRM in a company so that the whole process does not end with only the installation of the system, supplementation after hours by employees, and ultimately does not become a failed investment?
Jak zbudować kulturę pracy w zespole i nawyki pracowników do korzystania z systemu CRM w codziennej pracy ?
CRM implementation is a process that can bring significant benefits, but requires careful planning, adaptation to the company's needs and flexibility in solving problems. Through appropriate preparation, employee training and systematic optimization, the company can use it effectively.
The first step is to analyze the company's needs, understand why the company needs a CRM system and what goals it wants to achieve through implementation. It is at this stage that we 'enter the company' and listen to the problems that employees struggle with on a daily basis. The analysis stage is a stage of research and conversations with employees in the client's company or a series of online meetings during which we learn about the team's needs and their daily struggles.
After collecting the information, we prepare a specification that includes specific functionalities needed in the daily work and life of the company. The broader picture we obtain after a series of in-depth interviews allows us to see what processes can be automated in the company and relieve employees of their daily duties.
What functionalities and processes will be implemented in CRM?
You need to determine what data will be collected, what processes will be automated, and what roles will be assigned to users. Creating a thorough implementation plan helps avoid chaos and problems in later phases.
Choosing a CRM for a company should provide the required functionalities, and the CRM itself must be easy to use, but it is worth paying attention to not only technical issues but also the flexibility and security of the CRM system.
Here we conduct workshops during which we discuss system proposals with the client's team, trying to obtain answers to questions regarding:
During conversations, we try to narrow down possible proposals to 2 CRM systems, which are then tested by the group and our internal ones. We discuss the test results together with the company's management and key employees. See also what should be well designed management dashboard
Planning is the key and most important element of the CRM implementation process. It will depend on whether in the future your employees will actually start to appreciate the value of implementation and will allow their work to be optimized.
When planning the implementation, it is worth ensuring that all employees attend each implementation workshop or, if this is not possible, divide them into 2-3 teams with appropriately designated training dates.
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During the training, it is worth preparing several scenarios for employees to perform to check how they cope with the tasks after the training stage. The training process may be a cyclical process depending on the number of teams to be implemented and the degree of absorption of the new work environment.
The onboarding team should be sensitive to potential problems and respond to them efficiently during training. In case of recurring problems, it is worth repeating training on a selected narrow topic of a specific process or scope of function so that everyone feels heard and can present their objections and has time to learn the new work environment.
Important!
In the absence of an appropriate amount of training, high content of meetings or employees' misunderstanding of the interface and system logic, the first period of CRM operation will not be a period of improvement in the team's work efficiency in the company.
Before full implementation, it is worth testing the system to make sure everything works properly. This is a chance to detect possible errors and make corrections before making the system available to all users.
If everything goes correctly, the implementation team can start migrating data from the client's databases or from external files to the CRM system / CSV, XLS, other data imported via API /. Some data such as contacts, addresses or employee data about customers collected over the years on their computers may be entered manually. It is worth considering integrating this type of data in the form of a ready-made script or program that transfers data to CRM.
Often, one of the main problems is resistance from employees. This may be due to fear of change, difficulties in learning how to use the system, or concerns about the future of their work. To overcome this, it is worth conducting thorough training and explaining the benefits of the new tool.
Incorrect data in the CRM system can lead to wrong decisions and customer service problems. It is important to ensure the correctness and completeness of data at the stage of entering it into the system.
Ready-made CRM systems may not meet all company requirements, which may lead to difficulties in adapting to existing business processes. In the case of a dedicated CRM, remember to adapt the system to the specific nature of the company.
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When it comes to the cost of implementing a CRM system in a company, it depends on several factors, including:
In the case of the OpenSource version of the system, it is available for free, but the process of adapting the functions and interface to your needs can be significant. We estimate that, depending on your needs, the implementation cost is min. 2,500 net.
In the case of a subscription model / monthly or annual license / the implementation cost may be free if it involves basic 'onboarding' training of your employees by a company offering a CRM system.
However, if, despite the subscription version, you need advanced support, you will certainly receive a dedicated offer from the company.
A dedicated CRM system implementation from scratch will certainly include the implementation of employees and processes in the company.
In addition to the costs directly related to CRM, it is worth taking into account external costs, such as: integration with existing systems, purchase of additional applications or costs of transferring data from existing databases.
Here it is similar to the solution type. In the case of the subscription version, maintenance, support and support are offered in the price of the service. In the case of a dedicated solution, it is worth establishing the terms of care and development at the contract stage.
CRM implementation costs can vary significantly depending on many factors, including the type of system chosen, the number of users, and the extent of customization. It is worth carefully considering each of these aspects and carefully estimating the costs before implementing CRM. Undeniably, this investment can bring many benefits, but its costs and benefits must be assessed carefully.
Remember that implementing a CRM system is a long-term process that aims to improve company efficiency and better customer service. Therefore, accurate planning and cost management are crucial to the success of a CRM project.
See also what is the sales process
Depending on the needs and the industry for which it is created, CRM will have various functionalities.
Complicated, extensive CRM systems offer a wide range of functions, but there is a basic list of elements that should be included in every CRM system to help companies create and maintain work automation and a customer base.
Customer data
The basic need for building and implementing a CRM system is to collect customer information in one place.
It's a good idea to collect information such as the customer's name, contact details, purchase history, preferences, notes, and other information that helps you better understand the customer.
Contact management
All customer data in one place, filterable and analysable. A CRM should be able to track all customer interactions, such as phone calls, emails, meetings, and notes. Thanks to this, your employees and you can be aware of the history of customer relations and potential problems in individual departments with customer service
Data analyzes and reports
Data analysis is a key function to understand customers and make business decisions. CRM should offer tools for data analysis, generating reports and identifying trends in customer behavior.
Process automation
Creating your own processes, sending notifications to clients and setting task statuses allows you to relieve your team of everyday work. Additionally, generating reports and reminders allows employees to manage customer relationships more effectively.
Customer segmentation
Building customer categories, filtering and creating sets based on various criteria, such as age, location, purchasing behavior, etc., allows you to learn about their needs and better personalize communication and offers.
Creating and managing processes
An important element of CRM is the management of customer service tasks and the creation of new tasks for employees by the administrator or project manager. Employees can create tasks, assign them to themselves or other team members, and track their progress.
The principle of implementing CRM in a small or medium-sized company is similar. It is worth paying attention to the scale of implementation and the number of departments and employees to be trained. In the case of small companies, the implementation process will be much faster and simpler due to the simpler structure of the company and the lack of multi-level cooperation between departments in the sales process. See what the sales process is.
Implementing a CRM system in a company or corporation is a long-term process consisting of several steps and stages. The most important thing is to know the needs and tailor solutions to the company.
The basic mistake when implementing CRM in a company is the lack of basic knowledge about why we want to implement CRM in the company and the lack of training and implementation of the team. Usually, unsuitable solutions or lack of flexibility of the panel and its functions result in employees' reluctance to work in the CRM system.
Typical mistakes made during CRM implementation are:
No definition of goals
Inappropriate system selection or mismatch to needs
Too complicated implementation process
Ignoring user reviews
Lack of training and mentoring
The purpose of the CRM system is to understand customer needs and preferences and build lasting relationships that translate into loyalty and increased customer value for the company. A CRM system correctly implemented in a company primarily speeds up and optimizes the team's work and improves the customer's experience in contact with the company.
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