12 confidential contributors.
- Organizations of all sizes need a solution that will give them a unified view of their customers across the three major interaction domains: marketing, sales, and customer service.
- Despite the importance of creating a “single face” for the customer, efforts in the three domains are rarely harmonized. Integration is critical across process domains. Social media is a particular pain point: marketing often leads social initiatives, but neglects to involve stakeholders in sales and customer service.
- Most large enterprises understand the need to have a Customer Relationship Management (CRM) suite in place, but the adoption scenario has become complicated by a rising number of best-of-breed point solutions in the three domains. Integrating across disparate systems is painful – an integrated suite addresses the customer lifecycle the best. The larger the enterprise and the more complex the needs, the more this value proposition resonates.
- The importance of social media integration and mobile access (either through HTML5 or a dedicated application) cannot be overstated. Mobile support has significantly improved over the course of 2012, but you’ll still need to watch the mobile features to ensure a proper selection. The vast majority of CRM vendors continue to lag in social media features.
- Augment the CRM suite with the best available point solutions where necessary. Strengthen the CRM ecosystem with integrated point-solutions, such as a Social Media Management Platform (SMMP) or a Field Service Automation suite to turbocharge functionality.
- Taking a structured approach to implementation is paramount. Assemble a deployment team with the right skills and representation from stakeholders in the business.
Impact and Result
- Understand the benefits of using a CRM suite, as well as identify best practices for a successful CRM implementation.
- Plan for and select a CRM suite that supports your business’s domains, customer segments, and channel strategy.
- Save time and money by using Info-Tech’s Vendor Landscapes to compare and contrast the major CRM vendors, and then create a shortlist of the most appropriate vendors.
- Gather vendor and product information, objectively score the responses, and conduct vendor demonstrations, in order to select the right product.
1. Understand CRM use cases and best practices
Assess the need for a CRM solution.
2. Make a business case for CRM
Gain executive buy-in and ensure strong participation from stakeholders.
3. Contrast and evaluate a shortlist of vendors
Select the right CRM suite vendor.
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