By: Ciopages Staff Writer
Updated on: Nov 02, 2021
What are the underpinnings of a successful CRM Transformation Program Design? It is all about approaching CRM transformation as a combination of thoughtful CRM Strategy, re-engineered and optimized CRM processes, rearchitected CRM systems, and flawless CRM and Sales operations.
Unless one has been living under a rock, the last decade has witnessed a revolution in how applications are developed and deployed, how analytics are driving data-driven decisions, how social has become an integral part of corporate channels, and how digital omnichannel paradigm is driving customer experience.
So, what do the social, mobile, analytics, and cloud have to do with CRM transformation programs? Pretty much everything. Today, before calling a client a sales person looks at their social media footprint and activity. A customer profile includes not only internal profile and transaction history but also external aggregated data and social media activity. Social channels have transformed beyond teens to find dates and evolved into powerful communication, marketing, sales and engagement channels. And the CRM has been one of the first areas to be disrupted by SAAS software, with SalesForce.com, a pioneer which has evolved into an 800-pound gorilla.
Despite all these positive developments in the CRM arena, many large and reputable firms have sunk millions into shiny new CRM systems, but have had not much to show for, except another failed system implementation. It is not necessarily the fault of the system. After all, a system helps tech enable functions and provides features. The problem goes much deeper and is pervasive in CRM transformations. Hence, for successful CRM transformations, it all starts with vision and strategy, operations and execution, processes and procedures, people and training, and last comes the system.
So, how do successful companies the world over address this potential for CRM transformation program failure and define a successful CRM transformation program? Here is a blueprint for successful CRM transformation program design:
Following the design principles and incorporating the key components relevant to your enterprise will help make your CRM transformation program successful. What other successful elements have you incorporated into your CRM Transformation Program Design? Please share with your peers.
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