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Transforming your crm strategy: an enterprise agile approach

Have you implemented a CRM strategy in your company, or are you thinking of doing so and require some advice and methods? You are in the right place.

Did you know that acquiring new customers costs a business five to ten times more than retaining existing customers? Implementing a CRM strategy increases your sales force, turnover and customer satisfaction.

CRM definition:

CRM (Customer Relationship Management), is a notion that encompasses the development of the relationship with the customer and the software adapted to this management

What is a CRM strategy?

We speak of CRM strategy to refer to the analysis of customer relationships through information technology.

Said strategy is at the crossroads between a company's sales and marketing strategies and contributes to creating a long-term relationship with customers.

As it could not be otherwise, it puts the consumer at the center of all its actions, with the objectives of:

  • Identify and understand their wants and needs.
  • Personalize interactions.
  • Structure the flow of sales of your products or services.
  • Improve business strategies of the company.

And for this, it takes into account all aspects related to:

  • Identify and understand their wants and needs.
  • Personalize interactions.
  • Structure the flow of sales of your products or services.
  • Improve business strategies of the company.

And for this, it takes into account all aspects related to:

  • the market,
  • the competition,
  • customer management,
  • And data management.

In short, we are facing a strategy beyond the exclusive sphere of customer service and integrating the dimensions of automation, big data and all the tools available to companies to achieve it, such as CRM software.

Three types of CRMs

We can find three types of CRM for your business strategy:

  1. Operative CRM
  2. Collaborative CRM
  3. Analytical CRM

Operative CRM

Ideal for Small and medium commercial teams.

Operational CRM is a simple and easy-to-use tool that allows you to optimize the business process, improve the sales cycle, create a fluid relationship with customers, and improve communication between teams.

This relates to the processes of:

  • Back office (tasks that are part of the management of the company itself and that do not have a direct relationship with the client, such as the IT or accounting department);
  • And front office (tasks that directly relate to the client, such as the commercial, marketing or service department).

But it focuses, above all, on the latter.

Some of the functions for which this CRM is suitable are:

  • Interaction with customers or potential customers at any stage of the customer journey,
  • The concentration of all sales process information,
  • Management of digital marketing campaigns focused on leads.

Operative CRM

Ideal for Commercial teams focused on dealing with customers (switchboards or call centers). Collaborative CRM is focused on company-client interaction through different communication channels: email, telephone, web chat, social networks, etc.

Its main objective is to centralize and organize all communications in one place, so it will be useful if you want to opt for a strategy focused on the following:

  • Create multi-channel fluid communication, both with company employees and with customers.
  • Improve the relationship with your customers.

Analytical CRM

Ideal for large companies.

Analytical CRM focuses on a Business Intelligence: business model and has a data warehouse called Data Warehouse.

Its purpose is to collect and store data that allows the analysis and knowledge of customer behavior to understand their needs and desires better and carry out more personalized campaigns according to them.

It is a support for decision making, and it will be useful if you want to:

  • study the behavior of your customers,
  • carry out segmented actions,
  • analyze the impact of the marketing campaigns carried out,
  • Structure all the information you have at your disposal.

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How to create a CRM strategy?

To implement a good CRM strategy in your company, you must first:

  • Define the vision and global mission of the company,
  • Define the value proposition of the company,
  • Set clear goals,
  • Determine processes and methods to achieve them.

Once everything is clear and defined, it will be time to deploy and implement your CRM strategy. Here are four key steps to achieve an efficient CRM strategy:

Take a multi-channel approach

The growing number of new sales and communication channels has changed the customer experience. Businesses face increased competition and need help retaining a customer.

A multi-channel strategy allows you to multiply the points of contact with customers and potential customers through:

  • Email.
  • Postal mail.
  • Website.
  • Mobile.
  • Social networks.

Structure internal processes

Review your company's internal processes by creating a 360° customer file, personalize your communication with them and allow you to understand their preferences better. Accompany them at each stage:

  • Pre-sales: needs analysis, information gathering, and prospect research.
  • Sales process: automation of tasks (contact capture, reminders, preparation of commercial proposals).
  • Customer relationship management: creating a personalized and satisfying experience.
  • After-sales service: assistance and online support to solve customer problems more quickly, once again providing a complete and quality service.

Diversify the methods

To adapt to the new dynamics while maintaining competitiveness, you must move from a multi-channel approach to an Omnichannel one.

All channels are used simultaneously and in a complementary way to communicate more effectively with customers and collect relevant data at the right time.

Implement a CRM software

CRM software is one of the tools that allows you to respect your strategy and move the business forward, moving from digital marketing to digital relationship marketing. At the same time, it will allow you to gain a competitive advantage over other companies.

This contributes to the development of the company globally, thanks to the fact that it allows:

  • Customer acquisition and subsequent loyalty,
  • The definition of the commercial offer,
  • Collaboration between different departments,
  • Increased turnover or purchases.

At this point, you may be wondering: how to implement your CRM correctly. This step will be marked by three stages, common in the implementation of all strategies:

Planning: This stage is very important since it defines the bases of your strategy.

To do this, you must:

  1. Carry out an analysis of the company. Both internal and external. What are the needs of your company?
  2. Set the objectives of the strategy. What do you intend to achieve with the CRM? You have to set your goals and determine the key performance KPIs.
  3. Determine the team involved. And those responsible.
  4. Choosing CRM software. Analyze all the options carefully to choose the one that best suits your needs. Focus on its functionalities: the possibility of customization, integration of other applications, storage capacity, accessibility, and assistance...

Execution: You are clear about what you want to achieve, the team that will work on it and the tool that will help you achieve it. Time to put the strategy into action!

Evaluation: Have you got what you wanted? Analyze the KPIs established in the planning phase and adjust your strategy based on the results.

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Benefits of a good CRM strategy

CRM solutions can bring many benefits to your organization. An effective CRM strategy helps to:

  • collect a maximum of information about your interlocutors,
  • analyze customer expectations
  • qualify and segment leads,
  • focus on conversion tunnel potential customers,
  • define the customer journey
  • formalize your business strategy,
  • Increase sales opportunities.

From another point of view, what advantages does a CRM offer you?

  • Improve the relationship with the customer, solving problems faster thanks to more fluid communication.
  • Improve your brand image thanks to the quality and trusting relationship with the client
  • Streamline and optimize sales processes due to greater coordination of teams, tasks and strategies.
  • Increase the productivity and efficiency of the company.

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