1.
ADOPT CRM:
YOUR CUSTOMER
ENGAGEMENT JOURNEY
1. Achieving buy-in
foryour CRM
2. Demonstrating
value to employees
3. Removing silos
4. Create a core team
5. Boost Advocacy
Takeaways
To start the journey towards CRM customer
engagement, it’s essential that every person in
the business from the executive level through
to the departmental assistants sign up to the
new customer-focused vision – and to the CRM
platform itself.
CRM customer engagement can only be achieved
if your employees are engaged first.
By aligning departments through the same
CRM platform, they will be able to work together
efficiently to improve customer engagement.
Sales and Marketing working in alignment
experience:
To help with the heavy lifting of CRM projects, a
core team should be put in place to handle the
day-to-day operations of running and maintaining
the platform. This could involve hiring new
personnel – or training up existing staff – or
alternatively, bringing on board CRM consultants
to take the strain.
Creating brand advocates within the company will
not only ensure the success of your CRM but will
help push your brand out into employee social
feeds whether it be on Facebook, LinkedIn or
Twitter - ultimately extending your reach to and
interaction with customers.
Ensure your team
have bought
into the vision of
improving customer
engagement and the
CRM platform you
intend on using.
Build advocacy
through your
employees, this will
help them to engage
and reach out to more
customers.
Align your
departments so they
garner as much data
about your customers
as possible, using it
to effectively target,
message and act on
leads and prospects.
Aligned Sales, Marketing, IT and Customer Service
departments can gathervital data and insights,
improve targeting and messaging, identify new
customer segments and highlight potential issues
with products from complaints.
Companies who focused on providing
a superior experience across customer
journeys realised a 10-15% increase
in revenue and a 20% increase in
customer satisfaction.
Involve end users in demos, offer technical and
soft-skill training to include customer service and
relationship building, and celebrate successes.
38%of CRM projects fail due to a lack of
senior level/exec support.
49%of respondents to a Gartner study
stated that slow user adoption of the
company CRM system had prevented
their organisation from becoming more
customer-centric.
76%The amount an enterprise will more
likely outperform in terms of revenue
generation and profitability when
the CMO and CIO workwell together.
20%of CMOs use social networks to engage
and collaborate with customers.
Only
20%growth in
annual revenue.
4%growth for those
companies that
don’t.