Let’s clear the air first… CRM? What is it?
CRM stands for Customer relationship management (more fancy jargon, I know).
CRM process refers to managing customer relationships by collecting and analyzing data, then using that information to enhance sales, customer support, and satisfaction. Its five steps include planning, data collection, analysis, strategy, and execution.
5 key steps of the CRM process
1. Planning
The planning stage is where businesses define their objectives and develop a plan to achieve them. This involves identifying stakeholders, establishing metrics, and defining objectives.
Defining objectives
Defining objectives is essential to the success of the CRM process. Businesses need to define their goals and the outcomes they hope to achieve through the CRM process. This could be anything from increasing customer satisfaction to boosting sales revenue.
Clear and measurable objectives that can be tracked and evaluated over time is essential. This will help businesses identify where they are succeeding and where they need to make adjustments to their CRM strategy.
Identifying stakeholder
Identifying stakeholders is another critical step in the planning process. Stakeholders are individuals or groups that have an interest in the CRM process, such as customers, employees, and investors. Understanding their needs and expectations is essential to developing an effective CRM strategy.
Businesses need to identify all of the stakeholders involved in the CRM process and consider their needs and expectations: internal stakeholders, external stakeholders, potential customers, active customers, and more.
Establishing metrics
Establishing metrics is necessary to measure the success of the CRM process. Metrics could include customer satisfaction ratings, customer retention rates, and sales revenue. These metrics help businesses track their progress and make data-driven decisions.
It is essential to establish the right metrics that align with the objectives of the CRM process. This ensures that businesses are tracking the right metrics and making informed decisions based on the data.
2. Data collection
The data collection stage is where businesses gather and organize customer data. This data provides insights into customer behavior, preferences, and customer needs. This stage involves gathering customer information, organizing customer information, and managing customer data.
Gathering customer information
Gathering customer information involves collecting data on customer behavior, preferences, and needs. This could include information such as demographic data, purchase history, and customer interactions. For us, we’ve utilized online interactions, in-person interactions, the Instagram comment section, you name it.
Organizing customer information
This involves categorizing customer data into relevant groups and identifying patterns and trends. Ideally, through a system for organizing customer data that is intuitive and easy to use, this ensures that the data can be analyzed effectively to gain insights into customer behavior.
Managing customer data
Managing customer data is critical to ensuring data accuracy and security. This involves establishing data management processes, such as data backups and access controls- helping your organization build trust with customers.
3. Analysis
The analysis stage is where businesses use customer data to gain insights into customer behavior and identify opportunities for improvement. This stage involves analyzing customer needs, segmenting customers, and predicting customer behavior.
Analyzing customer needs
Analyzing customer needs involves identifying customer pain points and areas for improvement. This could include analyzing customer feedback and complaints to identify common themes.
Reflecting on proper customer segmentation
Segmenting customers involves categorizing customers into groups based on common characteristics, such as demographics or purchasing behavior. This helps businesses tailor their marketing and customer service efforts to specific customer groups.
Predicting customer behavior
By predicting customer behavior, businesses can anticipate their customers’ needs and preferences, and offer customized products or services that meet those needs.
4. Strategy
The strategy stage is where businesses develop a plan to use the insights gained from the analysis stage to improve their customer relationships. This stage involves developing a customer strategy, identifying opportunities, and creating a customer journey map.
Developing a customer strategy
Developing a customer strategy involves creating a plan to improve customer satisfaction and loyalty. This could involve strategies such as improving customer service, providing personalized recommendations, and optimizing the customer journey - essentially prioritizing goals based on where your organization currently stands.
Identifying opportunities
Evaluate where the business can improve its customer relationships. Could you develop new products or services? Should you improve existing products or services? Should we completely target new customer segments?
Identifying opportunities helps businesses stay competitive and meet the changing needs of their customers. By identifying areas for improvement, businesses can continue to evolve and grow their customer relationships over time.
Creating a customer journey map
Creating a customer journey map involves visualizing the customer’s journey from initial contact to post-purchase. By creating a customer journey map, you’re essentially putting yourself in their shoes to fully grasp their needs and preferences at each stage of their journey.
5. Execution
The execution stage is where businesses implement their CRM strategy. This involves implementing CRM technology, integrating with other tools, and training the team.
6. Implementing CRM technology
Implementing CRM technology involves selecting and deploying a CRM system that aligns with the business’s objectives and requirements. This could involve customizing the CRM system to meet the business’s specific needs and integrating it with other tools and systems.
Conclusion
In conclusion, the CRM process is a vital component of modern business operations. These 5 steps of planning, data collection, analysis, strategy, and execution businesses were mentioned because I truly do believe in the importance of an organization’s being customer-centric. To impact those for the better, just like someone you want to be friends with, you have gained a deeper understanding of who you’re talking to. Then and only then will there be a real improvement in your team operations and relationships both internally within your organization and externally with your customers.
