CRM is a companywide philosophy and requires buy in from all of the business with clearly defined customer centric processes and an open exchange of internal data. CRM is a business need which should be driven by business from strategy to process to system. NDC are experts in helping companies develop complete CRM strategies, processes and in finding the right technology solution to drive those processes.
A company must also put in place a clear framework (set of processes) for company-wide collaboration to ensure silos within the business are broken down so that all data (including hidden data), is made available so in-depth analytics of the data can take place to give an intrinsic view of what’s going on, or what direction to take to meet the customer and market needs…
A company must ensure it understands all of its core processes, what data it needs, how to get that data and how to analyse it so that it is meaningful. The quality and the relevance of the data will be a more telling differentiator than any amount of technology bought.
We get asked “which CRM solution should I buy?” We say that CRM is not a technology, but customer centric strategy. Define what this is and how it should work in your organisation and the core processes to deliver it before considering any investment in technology.
Companies fail at CRM because they believe it to be a technology and are told so by Suppliers selling CRM solutions. It’s not; it's a companywide approach at putting your customer at the heart of all you do from product development to manufacturing to marketing/sales, to logistics to support and customer services. It's a company wide way of working which requires company wide adoption.