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Building a CRM From the Ground Up

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By far one of the most troubling issues when rolling out a freshly chosen CRM is the fact that it’s so much information and utility to absorb all at once across your entire user base. By overwhelming your company and your users at large you risk alienating them entirely from using the CRM, or at best using it properly. This results in an overall degradation of data that puts your analysis at risk of being wrong more often than not and following such advisement to be even more dangerous. As a result of essentially dumping the whole of the program into the lap of every user and giving them extensive training manuals to read and know cover to cover you are going to create a great deal of incompatibility. People will not be able to adequately comprehend all that information at once and something is bound to slip through the cracks, creating several issues with the users and the system at large.

However, as with everything you should instead focus on building a CRM from the ground up. Take for example Business Essential’s “Intelligent CRM” it comes in a variety of packages that you can choose to implement at your own pacing. As a result of this you’re able to build out properly as you would with anything else. You wouldn’t just try to start a business already fully formed with a large warehouse and no customer base. Instead you would build a proper foundation first, build upon that foundation once it’s strong enough and go from there. The same approach for starting a business should be applied to starting and continuing a CRM.

Starting with the easiest and widest rate of adoption you build your CRM with the most basic things required to get the job done. While it would seem nicer and easier to have a hard set deadline and a specific large budget to get things done it simply does not work out best that way. Instead you need to roll out a CRM in phases, planning each step and its implementation alongside your users so they know what’s coming and when. This allows them to familiarize themselves with the CRM in its most basic form and you can then poll your users to find out what functions they would find useful to add on, by rolling out slowly and asking your users what they want you can be sure that your CRM is going to be working for you rather than against you.

This form of implementation also makes it very easy to adapt and adjust an existing CRM to changing internal policies and workflow. As the flow of business relations and team members change within the company the CRM can adapt and change to suit those new needs, even adjusting itself to fit different needs than the company first had when the CRM base implementation was put into effect. This makes finding and matching a CRM to the specific company profile and processes incredibly easy and almost effortless. The downside is this takes longer and but costs less over time than having every user ready to use your big budget CRM at a hard deadline. However, despite that it takes much longer, the benefits are so varied that it would be foolish to ignore them.

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In much the same way as the above Manhattan Bridge was constructed to connect two busy metropolitan places, so too is CRM designed to bridge the gap between your company and your customers. Without a good CRM built from the ground up you’ll end up with some designed system that does not suit your needs. You wouldn’t buy a bridge pre-built and expect it to work all over the world, would you? No, you wouldn’t. And in much the same way you wouldn’t get a CRM and just expect it to work straight out of the box. You may have all the important parts but you need to adjust it, tweak it and improve it so that it makes relevant connections for you and your company and its customers. Without doing that you’ll have an expensive piece of software sitting on your servers, never being used but costing you all the same. Nobody wants this and the best way to prevent that from happening is to customize and build your CRM in stages from the base building blocks. While a fancy, expensive and flashy new CRM may look good on paper, unless it magically matches all of the criteria you need, there’s no way you’ll be getting the full utilization from the product and thus it’s not really worth the price that you paid for it.


Article By: Penguin Writer


Commerce | Business


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