Creating a CRM strategy that improves business operations requires a clear understanding of current organisational goals and objectives.

It will be an iterative strategy that changes alongside your business and other factors such as market demands. To help you get started, in this article we’ll outline five ways to develop a CRM strategy that works for you.

Establish And Develop A CRM Objective

The first way to develop a CRM strategy that's compelling is to have clearly established goals. This might incorporate key performance indicators (KPIs), and an assessment of the purpose of the CRM to ensure it aligns with the overall business strategy. A strong approach to this is adopting the SMART goal framework for your objectives. We recommend ensuring your goals are:

• Specific

• Measurable

• Actionable

• Realistic

• Timely

Find Customer Touchpoints

Another way to help develop a CRM strategy is through the identification of various customer touch points. Understanding the interactions that occur between the customer and your organisation along their customer journey can help you focus efforts in the right areas and target customers in a more refined way. Identifying how those touch points influence customer behaviours, will allow you to alter your processes to further funnel customers into your conversion pool.

Create An Inventory Of Your Team's Tools

Creating an inventory of the tools your teams use is also known as a technology audit, and it’s a great way to streamline subscriptions for third-party and separate systems. CRM platforms come packed with functionality, so it may be possible to shed some existing subscriptions by implementing a targeted CRM strategy.

Develop A CRM

Establish Your Important KPIs

Your KPIs are an excellent way to measure success across a variety of different areas. They vary depending on the nature of your business, but some examples might include:

• Boosting net promoter scores by 5 % over 3 months.

• Optimising sales cycles by cutting them down by 7 days a year.

• Growing social media followers by 20 % over the third quarter.

• Lowering customer churn by 10 % over the year.

Onboarding And Training

To harness all of the benefits that a CRM can provide, it’s important to make sure that your team understands the capabilities and functionality of the system, as well as its overall purpose. Investing the time to train your users is important, and means they’ll be able to use the CRM to its full potential, maximising your return on investment. A CRM system isn’t a simple piece of software, and no one would be expected to know how to use it without effective training.

Next Steps To Develop A CRM Strategy

In summary, these five points highlight that it’s important to understand your business strategy, before trying to develop a CRM strategy. Defining exactly what you want from your new system means you can accurately measure your progress towards each of your goals, as your team become more confident in utilising its capabilities.

Akita develops CRM solutions using Microsoft technologies. To have our consultants develop a CRM strategy for your organisation please get in touch:

Find Out More

Preparing for Dynamics 365
Arrange A Demo Today

Discover Business Central, Dynamics 365 or SharePoint from our professional Microsoft consultants.

For more information and to arrange a demo please get in touch:

Contact Us