The importance of a CRM project and the associated challenges
There are several issues associated with the choice of a CRM and its implementation:
- sharing business information
- the need to digitalise customer relations
- the need for a steering tool
The 3 challenges of a CRM project
- Understanding the CRM market and the different types of solutions
- Define the objectives of the CRM project and its ROI
- Initiate a collaborative project approach
Types of solutions
There are several types of solutions available on the market.
SUITE" solutions
These solutions allow the complete management of a company (productivity, invoicing, etc...) and go further than the simple management of customer relations.
These solutions are offered by Salesforce, Zoho CRM or Microsoft, for example.
Generalist solutions
These solutions cover the entire customer relationship: sales, marketing and customer service.
These solutions are for example offered by Hubspot.
They are part of a CRM project where customer relationship management is needed at all levels.
Specialised solutions
There are specialised solutions for all levels of customer relations:
- Sales: managing the sales team with Pipedrive for example
- Marketing: management of inbound and outbound campaigns, with tools such as Sendinblue or Mailchimp
- Customer service: multi-channel enquiry and complaint management with tools like Zendesk
What you need to remember in a CRM project
It is necessary to know your needs (price, saas or on premise solution, online or hotline support) in order to adapt your CRM project.
It is also necessary to define one's objectives and ROI, and to be clear on several key issues:
- what will this project bring to employees?
- what will be the benefits for the client?
- What will be the benefits of this CRM project for my company?
To go further, you can consult this white paper "Setting up your CRM software".
