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How To Design A CRM System?
It’s not enough just to install a CRM system to magically solve all problems with clients. First
you need to understand why you need CRM and how it will help the business. For this, a CRM
strategy is being developed. In general, a CRM strategy is a representation of a company on
how to work with clients. This is an instruction on what and how a CRM system should do
within a business. The employees of the company itself are always involved in the development
of a basic CRM strategy, because no one is better acquainted with the internal kitchen. In the
future, you can invite CRM consultants to finalize it. And strategists can only be developed after
a quality audit of the organization. It is better to entrust it to professionals - for example, Digital
Graphiks’ business analysts who work in their own CRM and know what should be in the
company before implementation.
How to build a strategy?
Specialists of one of the most reliable and trusted Web Design and WordPress Karachi based
consulting companies, Digital Graphiks, divided the development of a CRM strategy into 3
stages:
1. Destination selection
A destination is not some clear endpoint, but a set of the following elements:
Organizational priorities are your main “pains" in dealing with customers. But how to
choose the most important problems from the general flow? For example, regular
customers have stopped contacting you - and you set the task to minimize their outflow.
This does not mean that you will not strive to solve other problems, but this will be
decisive.
Guidelines are the pillars on which your company as a whole and customer interactions
in particular rest. At Toyota, for example, guidelines include respect for the cultures and
traditions of every nation, and contributions to the economic and social development of
different communities. If you are not global, you should respond to the question: “What
do we want to be for our customers? What values do we want to provide them? How do
we want them to relate to us? ”
Measurable goals. What results do you want to achieve with the implementation of
CRM? For example, what should be the ROI - return on investment? Or what should be
the average bill?
At the intersection of these principles is your ideal destination.
2. Audit the current situation
You cannot move on without understanding what is happening here and now. At least the
following needs to be done: study your audience, segment it, and develop principles of work
and communication with customers.
Create a data model. Customer information is the foundation of CRM. You need to
understand what data you have (customer and partner contacts, transaction data), how
to work with them, how to update them, where to get them. If before that the data was
processed randomly, you need to understand how to organize and transfer it to the
CRM system.
Highlight client segments. For different clients, use your work tactics. So, “profitable”
customers need to be kept, and “unprofitable” ones should be developed and try to
turn into “profitable” ones. This is the simplest example of segmentation.
Develop a principle of work with clients. Track all contact points of potential buyers
with your company, i.e. the entire sales funnel. Evaluate customer experience and
customer satisfaction. Highlight what motivates your customers to buy: for some it will
be necessary to improve the after-sales service, for others it will be necessary to
introduce a bonus program.
Develop the principle of working with communication channels. You need to
understand which of them are most effective for different client segments, how to use
them wisely. You can post various promotional materials on social networks; send via
SMS and email newsletter, etc.
3. Paving the route
The company's route is the specific actions that need to be performed as part of the CRM
strategy. And they should not contradict the marketing strategy.
Any company has some kind of marketing strategy, even if it is abstract and is not spelled out
anywhere. “We want to make a lot of money”, “We want to become a corporation” - these are
primitive strategies. And at this stage you prescribe - what do you need to do with the help of
your CRM system so that in the end you earn a lot of money? What actions sets will drive you
to scale up?
The CRM strategy is not static and it will have to be changed. Therefore, you need to constantly
monitor the effectiveness of customer interactions and improve it. This can be done directly in
the CRM system:
create several sales funnels with a different set of stages and analyze which one sells
best;
track lead sources: which channels of attraction are more effective;
create a loyalty program for regular customers - the CRM system itself will change the
size of the discount depending on the status of the client;
combine CRM with mail and a mailing list service to automate informing customers
about new promotions;
if clients often sign up but don’t come, set up an automatic SMS distribution to clients
with a reminder of the time of the visit; and
create conversation scripts - managers will see the conversation script directly in a CRM
system while communicating with a client.
What's next?
What should you get after developing a CRM strategy?
A general document, in which it is written in “large strokes”, for what you need CRM,
what and how you want to achieve in terms of customer relations.
Job descriptions for each type of employee. An employee must understand the
characteristics of a customer-oriented strategy, what and how he must do in what
sequence to help the company move towards a common goal. For example, you can
describe for a manager how to process an incoming lead, how to make the first call, how
to behave when a call is dialed and so on.
Development of a CRM strategy is just the first step towards the successful
implementation of a CRM system. The next phase is correct implementation of CRM
systems.
If you still have questions about CRM system, then our CRM experts will answer them. Find out
more on our website or write to us in an online chat. At Digital Graphiks, an expert Ecommerce
Web Design Karachi based consulting firm, we will help you!
