{"id":806,"date":"2015-11-17T17:40:40","date_gmt":"2015-11-17T12:10:40","guid":{"rendered":"https:\/\/saleschakra.com\/en\/?p=806"},"modified":"2016-04-21T23:20:09","modified_gmt":"2016-04-21T17:50:09","slug":"intro-to-crm","status":"publish","type":"post","link":"https:\/\/saleschakra.com\/en\/intro-to-crm\/","title":{"rendered":"Introduction to Customer Relationship Management"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; bg_position=&#8221;left top&#8221; bg_repeat=&#8221;no-repeat&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; class=&#8221;para&#8221;][vc_column][vc_column_text]For many companies CRM is a system that technology has purchased. It is a really cumbersome system to maintain,\u00a0Sales are completely frustrated with having to enter in a lot of data. However, in reality CRM is not a system at all.<\/p>\n<p>CRM is all about the customer. It is how the business approaches the relationship with the customer. A good and\u00a0consistent partnership with the customer leads to loyal customers and customer retention.\u00a0In order to have a\u00a0consistent partnership,\u00a0it is important to know more about the customer. This understanding of the customer comes\u00a0from having a well implemented decision based information system which can give you a 360 degree view of every\u00a0interaction with the customer and of your organization.<\/p>\n<p>How do we get started with CRM?<\/p>\n<ul>\n<li>CRM is best driven by the top executive leadership. The top executive leadership should first understand\u00a0what CRM is and how it can help them. They must then clearly define specific goals and expectations from\u00a0CRM.<\/li>\n<li>Many people would say that step 2 is\u00a0to analyse vendors. I would differ and say step 2 is understanding\u00a0the company&#8217;s approach to the customers. A business process mapping exercise is a good way to\u00a0understand the customer lifecycle. It is a very good idea at this point to create a team of \u201csuper-users\u201d\u00a0from different CRM areas (sales, marketing, service) who could identify the problems they face today and\u00a0the kind of information they need which would enable you to make CRM useful for the company.<\/li>\n<li>Once the mapping exercise is over a good picture would emerge about the gaps in the company and at\u00a0this point an objective evaluation of vendors could be undertaken. It would help to understand which\u00a0vendor or software can really meet the needs of the company.<\/li>\n<li>Once a vendor is selected, a program team should be formed within the company which should consist of\u00a0business and technology members who can assist with the implementation and provide different\u00a0viewpoints. The business super user team created above can then also assist with driving CRM adoption.<\/li>\n<li>The next step is the actual implementation itself, its integration into the daily life and with other systems.<\/li>\n<li>As the CRM system is being implemented, the organization will undergo changes. It would be best to use\u00a0this time to train people on an understanding of CRM, how it can help them, to socialize the new processes\u00a0and get feedback. Done properly, this exercise can really energize people and help the company\u00a0with\u00a0adoption of CRM and realization of business goals and revenue.<\/li>\n<li>The system is now ready to go live and be used in a production environment. But business today is fast\u00a0paced and dynamic and change is the only constant. It is important to have a good relationship with the\u00a0vendor and to have a process in place for managing the system.<\/li>\n<\/ul>\n<p>The ease of use with which you can customize Salesforce using the force.com platform and the inbuilt reporting\u00a0capabilities have helped to make it the leading CRM software available today.<\/p>\n<p>To find out more about CRM\u00a0<a class=\"nectar-button n-sc-button medium accent-color regular-button\"  href=\"https:\/\/saleschakra.com\/en\/crm-types\/\" data-color-override=\"false\" data-hover-color-override=\"false\" data-hover-text-color-override=\"#fff\"><span>check the Types of CRM blog post<\/span><\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_background&#8221; bg_position=&#8221;left top&#8221; bg_repeat=&#8221;no-repeat&#8221; parallax_bg_speed=&#8221;slow&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; bg_color=&#8221;#f2f4f5&#8243;][vc_column width=&#8221;1\/1&#8243; animation=&#8221;none&#8221; column_padding=&#8221;padding-2-percent&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243;][vc_row_inner][vc_column_inner width=&#8221;1\/4&#8243; animation=&#8221;none&#8221; column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; el_class=&#8221;author-img&#8221;][image_with_animation image_url=&#8221;810&#8243; alignment=&#8221;center&#8221; animation=&#8221;None&#8221; img_link_target=&#8221;_self&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;3\/4&#8243; animation=&#8221;none&#8221; column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; el_class=&#8221;author-desc&#8221;][vc_column_text]\n<h3><span style=\"color: #a8a8a9;\">by<\/span> Deven Contractor<\/h3>\n<p>Chief Operating Officer at <a href=\"http:\/\/www.rixyncs.co.in\/\" target=\"_blank\">Rixyncs Inc<\/a><br \/>\nDeven is a\u00a0business\u00a0information technology leader with 18+ years of experience in CRM, ERP, BI and Operational systems. Currently working as COO at Rixyncs Inc, he is responsible for managing global roll outs of salesforce CRM. Previously, Deven worked at VP of technology at Monster.com.<br \/>\nThis article was originally written by Deven to educate his audience on CRM.<\/p>\n<p><a style=\"border-bottom: none!important;\" href=\"https:\/\/www.linkedin.com\/in\/deven-contractor-6171362\" target=\"_blank\"><i class=\"icon-default-style fa fa-linkedin-square accent-color\"><\/i><\/a>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>For many companies CRM is a system that technology has purchased. It is a really cumbersome system to maintain, Sales are completely frustrated with having to enter in a lot of data. However, in reality CRM is not a system at all.<\/p>\n","protected":false},"author":1,"featured_media":818,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[10,12,11],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Introduction to Customer Relationship Management<\/title>\n<meta name=\"description\" content=\"For many companies Customer Relationship Management is a system that technology has purchased. 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