Customer relationship management (CRM) is an often-repeated concept and business practice, but implementation projects too often fall into the cracks between the people and the enabling technology. A fully integrated IT approach is required.
Successful CRM means tracking customer information and queries, and being able to respond as quickly and efficiently as possible, and being proactive in dealing with customers.
According to Shane Coetser, Director: Technology at Oakwell: "To achieve successful CRM, it is imperative to have integration across business systems as well as optimisation of customer information and business processes."
If a business and its employees are going to be able to offer high levels of CRM then information accessibility is a critical factor. Information that takes too long or info that cannot be accessed means obstacles are created in the CRM process and ultimately business efficiency and productivity suffers.
"Successful CRM ultimately depends on the ease with which employees can access customer information at the time when it is needed. This means that the IT solution, of which CRM is a critical part, must be synchronised with management structures so that there are no delays due to access security. It also means leveraging new technologies such as mobility to deliver information outside the four walls of the organisation, in the face of the customer," says Coetser.
CRM is something that many companies refer to as software installed to increase levels of customer management. But if employees are not trained in customer relationship management, then technology is not going to do it for them.
"Unless there is employee buy-in, then the concept is a non-starter. In fact, the decision to install CRM within the IT solution cannot be taken at the top of the pyramid without consultation with middle management. People work the technology and customers still like the idea of contact with a company employee rather than a computer," he says. "We find that building a workflow component into the holistic solution eases many of the human interaction stumbling blocks typical of a pure IT implementation."
CRM is not an approach that can be bought in a box off the shelf. The concept has to be taught and reinforced with employees so that it becomes second nature and instinctive when dealing with customers. The enabling technology to support this employee behaviour is thus critical. The technology choice becomes one of flexibility. The recent release of Microsoft`s CRM offering certainly adds a new competitive player to the game, and Oakwell has skilled up to become a Microsoft Business Solutions Partner for CRM.
"We install CRM solutions as part of a larger IT solution encompassing integration, workflow and mobility. We have found the best returns on this type of investment occur within companies that train their staff in the human implementation of CRM. The successful solutions are always the holistic ones that integrate the human element with the technology to provide a seamless interface with the customer," concludes Coetser.
CRM should be an essential part of any business strategy but many companies still look only at the cost and not the benefits in customer service and retention.
"Oakwell are always looking to place an IT solution within the context of the client business plan, and CRM is no exception. CRM can pay for itself and that is what business decision-makers understand," concludes Coetser.
Share
Editorial contacts