How to successfully implement your CRM
5 steps for implementing your CRM
CRMs are easy to use, but they need careful planning, testing and customising to successfully meet your company’s goals. Here are 6 steps for a successful
Step 1: Import your existing sales data into your new CRM system.
A common mistake businesses make when implementing a new CRM system is uploading every single piece of data that they can find into the system. This creates a very cluttered environment that is very hard to navigate and use for most people and will slow down the adoption and effectiveness of the new CRM system.
Most CRMs allow you to upload data via CSV file – upload only the essential data to keep it clutter-free and usable.
Step 2: Implement roles and access settings.
Not everybody in the organisation needs to have administrative privileges and certain teammates should be prevented from accessing certain data. Consider this carefully and plan out the access rights and administrative privileges of the CRM system.
- Which users have permission to control and edit different parts of the CRM.
- What fields of data are accessible to who?
- How are leads and deals separated and accessed by members of the team?
Step 3: Setup your required integrations
You will need to integrate your CRM with the other systems you are using, for example, your email system (such as Microsoft 365 or Google Workplace). Alongside email, other aspects you might need to integrate include:
- Automated chatbots
- Marketing automations
- Support ticketing
- Social media channels
- Live chats
- Lead capture systems
- Email marketing platforms
Step 4: Testing your CRM system.
The last thing you need to do for the successful implementation of your CRM is to see how all the individual parts work together in a test. The key components you should be testing are:
- Reports. Does your reporting data match the results you expected?
- Migrated data. Do you have any duplicate data and do your records match?
- Contact. Can you recognise your assigned data fields and are they fillable?
- Email capture. Is the two-way email sync working and are your email exchanges all linked to the right contact?
- Automated tasks. Are your task triggers working?
- Integrations. Have you been able to successfully connect with all your needed business apps?
- Website forms. Are all your forms displayed accurately with fillable fields and are your forms correctly routed?
- Pipeline management. Do your deal columns match the sales process within your sales pipeline?
- Lead routing. Are your leads being routed to the right sales rep?
Step 5: Define specific and measurable CRM targets
To support your business goals, we recommend clearly outlining specific and measurable targets that each user will have on a monthly basis. This will make it easier to track the progress and enables you to measure performance within your customer relationship management system. Some example targets include:
- Weekly / monthly calls.
- Weekly / monthly meetings.
- Weekly / monthly proposals issued.
- Weekly / monthly deals closed.
- Weekly / monthly revenue closed.
The difference between B2B and B2C CRM systems
B2B and B2C companies have different CRM challenges and requirements. Here are some of the key differences between B2B and B2C CRM systems:
- B2C businesses generally have a larger number of customers coming into their CRM system, so compared to a B2B, B2C CRM systems need much stronger contact management functionality.
- B2B businesses often manage multiple relationships within the same company, whereas in a B2C each customer is thought of as a single contact.
- B2C sales are a lot faster than a B2B sale, which can take months to be agreed. On this basis, a B2B CRM platform should have a more robust sales pipeline tracking functionality and the ability to record all sales interactions over a long period of time.
- Within B2C businesses, leads can come from many sources (social media, paid ads, contact forms) and contact duplication is therefore much more likely. A strong contact deduplication functionality is therefore recommended for B2C CRM systems.
- B2B CRM systems are often used to track individual sales and relationships one-to-one. In B2C CRM systems, customer service queries are managed one-to-one but much of the communications will be sent in bulk as email marketing or for general service updates for example.
- B2C CRMs are generally more focused on marketing automation and customer service, whereas B2B CRMs are more focus on lead management, tracking individual conversations and progressing individual deals.
- B2B CRM systems need to capture detailed notes that cover every interaction with a lead (of which there will be many). In comparison, B2C consumers are quick decision makers, so detailed notes are mostly just focused on recording customer service queries.
- Because of the broader market focus, B2C CRM systems need to integrate well with social media to answer customer queries and track engagement via Twitter, Instagram and Facebook for example.