Is your company’s Microsoft Dynamics CRM in good health or ready for improvement?
If you’ve had CRM in place a while without changes, chances are that there’s room for improvement. User demands change, business strategy moves with the market and internal drivers and technology advance all the time. To get the most from your CRM investment you need to keep a close eye on the way your system’s being used and exactly what it contributes to the business.
Changing customer needs and competitive pressures can create initially small issues and compromises with your system capability and usage. Tackling these – and their underlying causes – can save money and prevent an impact on business performance, if you take action early.
For example, the integrity of your CRM data may have been eroded. Perhaps new users or functions have created separate data sets outside your CRM database. That means data-driven marketing campaigns from your CRM system won’t be as effective. Users start to work outside the system to deliver campaigns, so the data feeding back in is also incomplete. Campaign performance drops, affecting pipeline and conversions.
On top of that, if your CRM campaign tools don’t include the latest channel capabilities, including social media, customer communication is compromised. Key audiences will be getting information and support more conveniently through their preferred media from your competitors. That means more defections. Internal forces can derail the planned benefits too. An on-premises CRM deployment in a company that’s since moved to a cloud strategy creates a support headache. The costs of running an internal support team or expanding system capacity undermine the original business case, so the system stops delivering value and loses credibility.
5 warning signs – it’s time to take stock, refocus and optimise your Microsoft Dynamics CRM
1. CRM system usage has lapsed to a few users, who are only using a limited selection of features
2. Your CRM solution lacks mobile, social and reporting capabilities, so it’s missing the mark with today’s customer and user expectations
3. Your organisation now has a cloud IT strategy but your current CRM is on-premise, so support issues are mounting
4. Users don’t trust your CRM data anymore, because it’s obsolete, inconsistent, duplicated or inaccurate.
5. CRM has dropped off the executive agenda, with the benefits and business case being forgotten or superseded.
The first step is to make an objective assessment of the issues you’re facing. One quick way to achieve this is with the help of a third party expert, using a proven Optimisation Assessment that covers every aspect of CRM performance. This can help you define the pain points and the impact they are having on the business and engage key business users and sponsors. Look for a practical approach that prioritises improvements, maps how to deliver them and scopes the costs and benefits realistically.