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CRM: Trends and Best Practices

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by p. baldwin

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How will CRM change during the next five years?
What can you do to ensure a smooth CRM implementation?
What are your tips for managing CRM-related projects?
How can analytics and personalization benefit CRM and your organization?
What is CRM's role in the midsize enterprise?
Sound off on these and other issues as we invite attendees at Gartner's CRM Summit and TechRepublic members to discuss CRM.

39 replies

by maremiru

Enterprises are thought, driven and operated by people.
Is CRM essentially not about what people need to think, see, hear, feel in order to "work CRM" as it's designed to and sketched. (of course this def of CRM is iterative itself)?
How to work CRM instead of how CRM works you ;-)

by mtefft

Some comments such as 'How can analytics and personalization benefit CRM and your organization?' and 'What is CRM's role in the midsize enterprise?' suggest that CRM capabilities exist and need to find a way to help the organization. If this is the situation, then there will be very little impact on the business. CRM should be an implementation of an established business strategy.

by p. baldwin

Can you give an example of a business need that would necessitate bringing a CRM solution into an organization?

by sr2k

Any company which is selling products or services will be needing a CRM solution.
These companies which need to capture a market share for their product / services will do better by implementing a CRM solution which will enable them to sell betterand to retain their customers. A CRM solution along with a sound business strategy to being customer-centric will help such companies

by sr2k

Any company which is selling products or services will be needing a CRM solution.
These companies which need to capture a market share for their product / services will do better by implementing a CRM solution which will enable them to sell betterand to retain their customers. A CRM solution along with a sound business strategy to being customer-centric will help such companies

by shanghai sam

Hi,
Yes, it is true that the firms need to have a vision and a purpose to implement a CRM application. At the same time, we should be aware that technology has "enabled" these strategies and the visions to be implemented.
Now, you have thetechnology at hand, it is upto you to figure out how to use that.

Analytics:
Business Analytics will help in drilling the information to figure out how to gain more customers, how to sell them more, how to retain more, and ofcourse when notto sell them also..

Personalization: To make a one to one marketing. The customer feels that he is being addressed as an individual. The companies will be packaging the products based to suit a single client and target individually.

Mid Size Companies:
Mid size companies can use the CRM software in the same way as the big companies will use, but may be less intensively. The companies may have to buy the software that is more suitable for the mid size firms, and get the implementation done by the System Integrators, than approaching the Big X.
Other option for the Mid Size and the small firms is to opt for the ASP model.

Most important of all - ultimately, the people alone have to harness the CRM to get the results. CRMcan only place the information before you, but people will still have to act upon the information. What you say after you say "Hello"?

Just some thoughts..
Subir
sk007777@yahoo.com

by shanghai sam

Hi,
Yes, it is true that the firms need to have a vision and a purpose to implement a CRM application. At the same time, we should be aware that technology has "enabled" these strategies and the visions to be implemented.
Now, you have thetechnology at hand, it is upto you to figure out how to use that.

Analytics:
Business Analytics will help in drilling the information to figure out how to gain more customers, how to sell them more, how to retain more, and ofcourse when notto sell them also..

Personalization: To make a one to one marketing. The customer feels that he is being addressed as an individual. The companies will be packaging the products based to suit a single client and target individually.

Mid Size Companies:
Mid size companies can use the CRM software in the same way as the big companies will use, but may be less intensively. The companies may have to buy the software that is more suitable for the mid size firms, and get the implementation done by the System Integrators, than approaching the Big X.
Other option for the Mid Size and the small firms is to opt for the ASP model.

Most important of all - ultimately, the people alone have to harness the CRM to get the results. CRMcan only place the information before you, but people will still have to act upon the information. What you say after you say "Hello"?

Just some thoughts..
Subir
sk007777@yahoo.com

by d.

Just a comment on small- and medium-sized companies using ASPs...One of the leading views at Gartner's CRM Summit is that ASPs will continue to play a large role in the market. ASPs are a great way for companies to "rent" a solution and give CRM a trial run without the risk. ASPs can also automate data collection and analytical applications for companies that may not have the man power to run these tasks in-house.

by s_sereg

PSFT's CRM pakage definitely sets the standard of the future of CRM. It's purely internet application allows customers/employees to share and transmit the relavent information between all parties.

by karthikeyan umapathy

Well this is completely my own view.

As we see Software Agents is been used every where which will later control and start lot of applications both in house and Enterprises. So i beleive at one stage say later 5 to 10 years, we will be concentrating on how to make good negotiations with various Software Agents. I too beleive research work is there for this field, but i will be commerical in 5 to 10 years or even more.

by md_hashim

Mobile computing and m-commerce will begin peaking in the coming days. CRM will not be left behind. What this means is that developers of applications will adapt UI and connectivity accordingly and take it in their stride.

by d.

I am not sure how soon mobile CRM will be available. Of course, there are applications out there right now, but they lack the functionality that mobile sales teams and consumers really need. I also feel that with tighter purse strings mobile development will be put on the back burner.

by markguer9

A product called Goldmine is a wonderful solution. It enables mobile workers with information via either dial-up synchronization, or web access (enterprise Everywhere Server). It Sync's with Palms, CE devices, and soon to be wireless. It also has conduits to all major accounting software (MAS90, Accuity, etc.) (written by third parties.)

It costs, but what it does can not be beat by any other packages I've looked at.

Just a humble opinion..

Mark G.

by vault

The IFS ERP application offers a SFA/CRM module that you can use standalone on laptops. Sales people can synchronize with the main database. The main advantage of this solution is that it has poweful ERP database behind it with all the relevant dataa Sales person might need. BTW you can slo access the module by internet.

by sr2k

For one, CRM is going to go Mobile. People will want data on the move. A Sales Person will feel that he can do better if he has the data and analytics of the customer he is going to meet next on the move which will help him to Sell better.
So the applications are going to be enabled for Wireless Devices.

CRM analytics will help, in the long run, to provide better service or sell better based on a customer's buying patterns. This will in turn help to increase the Customer Life time Value. All this is going to increase the Customer Loyalty which is going to increase the revenue of the organization.

For a smooth implementation of CRM, the Organization should be clear in its goals first. A transformation in the business process towards being Customer centric , has to happen for a successful implementation.

just my ideas.

by asimvaid

From an overall enterprise standpoint, is it more sensible for a company to go with a uniform platform, i.e. choose the PeopleSoft CRM if the PeopleSoft ERP is running, where integration does not become such a painful issue, or choose a best of breed like the Siebel CRM.
I have heard too many horror stories Siebel, Clarify, etc. implementations and integration issues. But I wonder if in the end there it is worth the pain to pick a Siebel over a CRM module from the ERP solution a company is already running.

Would appreciate any feedback on this topic.

Asim

by subir

Hi,
Yes, it is true that Integration of the ERP and the CRM software be there.
In case when the CRM and ERP vendor is the same:
1. Integration issues would have been sorted out,
2. During Migration towards latter versions, the integration problems will not be there,
3. Future Upgrades may cost you lesser due to bundling,
4. The software vendor has higher stake in the success of such implementation where they will supply the CRM/ERP solutions.

Comments are invited.

Subir
sk007777@yahoo.com

by d.

Of course integration issues are a large concern, but choosing a CRM package from your current ERP vendor just for the sake of integration is probably not the right approach. Placing a CRM system into a company with multiple legacy systems will never be easy, but there are smaller CRM vendors that can integrate with some of the larger ERP packages. My advice is to do some research and find out what CRM solutions other companies like your own have used and how difficult their implementations were.

by p. baldwin

That's a good point, considering that not every CRM implementation is successful. But how can enterprises alter their businesses processes to ensure they are more customer-centric?

by asimvaid

From my perspective, when we say customer-centric,we are talking about basically good customer care. This first and foremost starts from a strategic emphasis on customers from an organizational standpoint. As far as the use of technology for to ensure good customer-centric processes this is not a pure CRM question. It starts at the very beginning with good supply chain and/orlogistics processes and incorporates CRM. An organization ensures good customer focus that the e- or web-level through good response time to customer requests, good logistics and fulfillment capabilities. On the more traditional customer channels, the sales people have to be focused on the needs and the histories of interactions with customers. CRM solutions allow for streamlining and automation of these processes, but the organizational and company emphasis on customers is really where customer-centric approach begins. CRM applications just streamline that process.

ASim

by samcdan

http://www.ee-online.com/aug2000/aug2000_feat_02.htm

I thought this article was a good demonstration of CRM and how it can be used to target a very specific market, which helps to maximize marketing dollars. CRM applications also enable you to service customers better and garner repeat business by tracking customer trends and interests. Many applications exist out there, depending on your budget, company size and the functionality you are seeking--it just takes some research.

by asimvaid

Hi,

Wanted a little bit of clarification on CRM/SFA and e-CRM. I have had a lot of people talk to me about e-CRM. But this concept is very nebulous to me. What exactly is e-CRM?
Is it simply the whole aspect of marketing automation, Email Response, i.e. how to manage relations with your web-customers Epiphany, Kana, etc? or does the term e-CRM refer to the new web-based software versions of traditional SFA CRMs like Siebel, Clarify, Vantive, etc.

I am kind of confused on this topic. Any clarification would be helpful.

by vault

I've been implementing Sales modules for 3-4 years now and I haven't seen one company that wasn't customer centric. Every body seems to know that getting a new customer costs around 10X as much as keeping the old one. For that reason keeping good customer relations and expanding it is for most companies seen as a strategical issue. CRM software just 'smoothens' that process, but even before the first real CRM software was available I saw people using spreadsheets or just paper to keep track of customer data.

by d.

A business has to be customer centric. Those with strong cusotmer-focused plans will easily adapt to new CRM technology. The problem with CRM comes when a company uses CRM to reorganize its business processes. When they say, "We aren't seeing the returns we would like so let's get some CRM software and that will take care of it." That's not going to cut it. That's why software vendors and anlysts keep preaching about business strategies first, technology second.

by subir

Hi
For smooth implementation of CRM Projects:
1. Choose a Project Manager with a fine blend of Technical, functional and interpersonal skills,
2. Implement CRM in phases, features at a time.
3. Dont customise: It costs money, Roll out gets delayed, upgrade will be difficult.
4. Follow a proven methodology
5. Have a good Project Plan and follow it up closely,
6. Avoid Scope Creep, and lastly
7. Take the Users and the Top Managementin confidence (a cliche, but still holds true!!).
Thanks
Subir

by nscavone

Hi,

I agree with all the points for how to structure a CRM implementation and would only add that summary information on the expected output from the CRM product as well as regular updates on the progress of the report be communicated to the linemanagers. keeping these front line people in the loop, and actively establishing a mechanism for feedback will go a long way to getting the most from the CRM solution.

Another thought is that CRM is ideally suited to the hospitality industry, espically the ASP model. For chain operations in the hotel and foodservice industry it provides an efficient way to extend personal service to the individual guest and build loyalty after the initial sale contact is completed.

by d.

Right! You're going to see a lot more verticalization in the CRM space, especially in the healthcare and hospitality industries.

by asimvaid

Hi,

Was wondering if you could further elucidate why you think the particular ASP model of CRM would be succesful in the hospitality industry?

by d.

It sounds like you have seen enough implementatoin projects to know what to look out for. Thanks for the advice!

by d.

Goldmine has had decent CRM solutions for many years. Goldmine (FrontRange Solutions) has a solid mobile solution, but could do more to round it out. Also, get ready for the perfect blend of Goldmine's HEAT product with Goldmine FrontOffice customerservice center package. Should be a consideration for all small- to medium-sized organizations looking for CRM technology.

by rrosenberg

People seem to have the mistaken notion that they will replace good customer relationship management with a piece of software that will meet all their client's needs.

Good CRM has and always will start with people. The company I work at producesa piece of software that allows people to perform CRM on the Web eliminating busy work and cutting costs, but in the final analysis it's the people that make CRM work. When will companies learn?

If you want to see our product check out www.greyzone.com.

by subir

Yes, it will be beneficial to have have products/solutions focussing on specific industries. This helps the clients in getting solutions which have most of the industry specific features/requirements, and also reduces the time to implement the solution.
As the industry specific solutions already incorporate the Best Business Practices, the dependence on the costly Business Consultants may be reduced (Open to question..Mid Size and small business please think about it).
Are we seeing a trend similar to the ERP??

Just some thoughts.
Subir

by sr2k

I agree to Gold Mine having capability for mobile sales people. But the product is limited to Sales.

Another product which enables mobile users to connect with system is Sales Logix. I have heard of the features it offers like Synchronization with the system, updates of account, contact and Opportunity data, to the collateral and other docments stored in the database.

Raghu

by d.

The hospitality industry revolves around customers. For example, wouldn't it be nice to walk into your favorite hotel 500 miles from home and for them to know you prefer the Wall Street Journal in the morning instead of the regular USA Today?
Verticalization is one of the next big moves coming from CRM vendors. This industry lives for customers and needs its own set of soltuions tagerted to its needs. I think it's an area CRM vendors have neglected and with a rush to find space in vertical markets, it is one that will see more CRM action.

by subir

Yes,one of the greatest impact of CRM will certainly be in the Hospitality industry.
You have provided a very fine example of an application of crm.
I am sure that in a few years time, everyone will expect that much, and everyone will know that providing such a service is no great thing, as all will know that so much of technology is being used.
At the same time I feel that the information about the customers has to be used very judiciously, without giving a feeling that one is being"watched".
Beyond a point, it will appear threatening.
The individuals should have some choice as to how the information is to be used. The use of information should not be too intrusive.
Comments invited.
Regards
Subir

by write2adam_elliott

You've seen it all before, a customer complains and your staff look away or shrug it off and your left with egg on your face, and worse you just lost your customer.It must be reiterated that CRM is a strategy driven by customer needs and necessarilynot what the business would like to see. However, accountability and giving customers a truthful answer to their questions is a refreshing start. Does anyone see the value of good old politeness and honesty still being the best policy... I don't want to seem like a luddite but with so many automated packages out there in techno world the human touch seems to be very appropriate in periods of economic distress.

by pmc-ca

I don't care what CRM/SFA system you implement...if the Sales reps or people meeting with customers do NOT sit down to be data entry clerks after a hard day meeting with clients. IT WON'T WORK!!!
Everyone always gets so enamoured by the whistle andbuzzers and customizing of the CRM/SFA databases not realizing the bigger issue is the non-use of the system.
I am biased because we have a solution to this challenge but I don't even want to include it here becuase I want people to start recognizing a major hurdle of CRM/SFA systems...DATA ENTRY (do you want your most expensive employees, Sales reps being data entry clerks?)
Eric

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