One of the top reasons for CRM failure we have seen is misalignment between technology and business process(es).
Just because you build it, does not mean they will use it. In fact, our experience shows that dedicated sales and service teams will work AROUND systems to get their jobs done.
Benefits of Successful CRM Implementation
The whole point of investing in CRM technology is to create better customer relationships, increase sales, improve efficiency and enable better customer experience.
And let’s face it, if you don’t know your customer the way your competitor knows them, their new prospect is your loss in revenue. If your processes and technology do not align and your team has a work around that involves things like a spreadsheet, you can’t see your customer data and all your goals are at risk.
What are some key benefits for your CRM when you know and document your business processes?
- Technology Adoption – Documented processes translate to great requirements!
- Technology Investment – Invest in what is needed to enable your business.
- Operational Efficiency – The right people doing the right things.
- Consistency – Create great customer experiences.
- Process Improvement – You cannot improve what is not documented.
- Customer Insights and Data – Know what your customer needs before they do.
- Risk Mitigation – Ensure business continuity. Cross train to backfill your talent.
In many cases, the actual implementation of the technology is not the difficult or expensive part of a project. When technology has a user friendly configuration interface…it is not necessarily about being a technology expert but knowing the process(es) you are supporting!
Sadly, we have seen so many customers who spent lots of money (often seven figures!) only to launch something that needs more investment because it does not support the business process!
Business process definition and documentation improves business performance and operational agility by optimizing core processes.
Follow these next steps on how to start an inventory of your processes:
- Create a logical grouping system. A great place to start might be by role, what does each role on the team do?
- Draw pictures! Flows are a great way to see how all the pieces fit together.
- Role plays and walkthroughs will very quickly help identify gaps.
Do you need more help with your sales and service business process inventory process?
Click here for a free Salesforce Roadmap consultation.