20 September 2016

Why metrics are crucial to your CRM's success

Tags:CRM, Data And Analytics

Picture this: you’ve spent countless hours and dollars researching, implementing and deploying your CRM. Finally, a year or so later, you’ve got yourself something shiny and new, and you’re excited about it.

At the next board meeting, when the company directors ask you, ‘how do we know this thing is working?’, what are you going to say?

“This scenario is more common than you think,” explains Adam Frank, head of customer insights here at Squiz.

“This scenario is more common than you think,” Adam explains.

“A lot of people implement a CRM, and they might go through a good project process, but they don’t think about what resources are required to keep it humming.”

Instead, Adam says, businesses are preoccupied with the potential benefits their new CRM can offer.

But while it’s easy to be dazzled by a bright future of increased sales and customer engagement, what you really need to ask yourself is ‘what are our points of measurement, right now?’

Track your data to create future points of comparison.

Too many businesses these days assume that their CRM is providing them with a full range of benefits, without having any metrics to prove it.

“One of the things I encourage our customers to think about is, if you’re not live yet, you have an opportunity to establish your line in the sand.

“If you start tracking something, even if it’s manual, you’ll have a data point that can be used as a future point of comparison.”

But even if your CRM is already up and running, Adam believes that it’s never too late to begin monitoring user behaviour.

“You have to start somewhere. You have to say, ‘let’s start tracking behaviour today.’

“Whatever your CRM has been implemented to do, you need to be asking ‘how long is it taking and is it actually helping our customers?’, then track and measure that data and see how it improves over time.”

Appoint a CRM manager to own your metrics.

This might all sound like pretty basic stuff, but Adam explains that all too often he is seeing these issues being dealt with as afterthoughts or, shockingly, not at all.

Yes, it’s a lot of work. In fact, for organisations with larger CRM implementations, it can even be a full time job.

According to Adam, the first step to harnessing the true power of your CRM is to appoint a CRM manager or administrator to “make someone accountable for the ongoing success and performance of your CRM.”

“They need to be constantly looking at what people are doing, or not doing, asking the questions that need to be asked and then tracing it back to whether there’s a usability issue somewhere in the solution. Or, maybe it comes back to not enough training being provided.

“You can’t successfully push forward unless you’ve thought about some of these topics beforehand. Making it somebody’s job just to think about it is the starting point.”

If you’re currently implementing or have just deployed your new CRM, you’ve taken the first steps toward that bright future your business is striving for. Now it’s time solidify your investment and appoint a CRM manager so you can realise its full power.

But there’s much more to it than that. Adam will be back with me next time as we continue discussing the importance of CRM management, and he shares some of his top tips for success in existing CRM implementations.

Learn more about the CRM technologies we provide here at Squiz.

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