What Are The Keys To Successfully Implementing A Cloud CRM System?

Manufacturers and wholesale distributors in the e-commerce channel are placing much more emphasis on CRM than ever before. In a fast-pace, online marketplace the companies which perform only minimal lead-tracking and campaign management are missing out, suggests an article on the Industrial Distribution website.

“For companies to survive stiff competition, Gartner forecasts that CRM software will be the top priority for enterprise IT spending in 2013 and 2014…” writes Bob Sullivan, president of InfoGrow Corporation, a CRM and business process consulting firm based in Cuyahoga Falls, Ohio. Companies following this trend and using cloud CRM systems, especially those who are just getting started, should take careful consideration of many factors relating to CRM in order to see larger ROI.

Sullivan offers some tips and warnings on investing in and implementing an effective cloud CRM system. First, don’t overextend yourself. “Do not try to do everything at once or you may end up with a costly, complex system yielding a low ROI,” he writes. Instead, focus on a phased approach to get your most important business units trained and going live with the system first. This allows a comfortable and confident beginning with less risk of failed user-adoption.

Second, know your business processes! This is essential to the implementation of a cloud CRM system in your business. The success of a CRM implementation depends largely on the system adhering to and functioning alongside your existing processes. An intuitive and repeatable CRM process will ensure greater user-adoption and ROI.

Once you’ve understood your own needs, choosing the correct system is also vital. “That’s because some CRM providers may only install and run, with no after-sale support,” Sullivan writes. A cloud CRM provider is often the wise move. A provider like NetSuite, for instance, allows companies to focus less on infrastructure, IT support and software upgrades as NetSuite includes those services with the software package for a stress-free and cost-effective experience.

Most importantly, “do not get expect CRM to overcome a flawed customer-service process,” says Sullivan. If you’re not sure how your sales and marketing processes function, or if those processes aren’t efficient, a new CRM system alone will not be the cure for what ails you.

This is where a good cloud CRM partner will be a valuable asset for distributors who are purchasing a new system. We suggest finding a partner who knows and has experience with several CRM systems. The partner also should employ a team of business experts who can help you analyze and map your business processes to this task.

Following these suggestions will help to ensure your new cloud CRM system is a priceless tool in capturing more sales and marketing opportunities.

Source: Industrial Distribution, July 2013