Deployment of any CRM App needs to be preceeded by developing a strategy to achieve documented goals related to improving the customer experience your organization provides.  This is where the concept of CRM as an all inclusive business strategy that utilizes technology (CRM Apps.) to accurately monitor, measure, analyze each customer touchpoint in order to ultimately improve your customer's experience, needs to be understood and sponsored by management.   Remember CRM isn't CRM  unless it affects the customer's experience.  Next a map of each customer interaction from initial contact to existing customer checking the status of an order and even lost opportunities is created.  Using the map a list of desired data concerning each touchpoint is developed.  From there it is a matter of implementing "Best Practices" that allow your CRM to collect and analyze the data and report the results.

Customization of your CRM User Interface (UI) is required at every customer touch-point.  Typically data is input in "fields" on the monitor via keyboard by staff while engaging the contact or via automation for inquiries received via webform or e-mail.  Fields appear as boxes that require either typed data, a check mark or a selection from a drop down menu.    The screens containing the fields are custom labeled to reflect your terminology and arranged to mirror work flow as defined by your process.   By assigning rules by which the CRM will analyze the data we are able to facilitate custom reports. 

Successful CRM implementations include the legacy data.  Existing data from your ERP system (Oracle & SAP) or from the many silos internal & external such as Act, Outlook, Access, FileMaker and many others.  Files from each of these disparate applications commonly contain important contact and customer history.  Most clients need help bringing all these sources into one environment and seamlessly merging them together logically.  Through necessity we have become very proficient in this sometimes complicated process.  Other neccesary tasks related to data management include data clean-up, merge, purge, implementation, export, import and data list enhancement. We are able to help with all of these processes.

CRM automation of certain funtions increases both efficiency and accuracy of data entry.  Web automation is a good example.  When prospects or customers visit your website it is important to capture their interest possibly with a promotion, useful download, white paper or a customer portal they can access with a password.  In order to aquire the item of interest they will willingly complete a webform. This is even more likely tohappen if: 1) There is a statement assuring them their information will be kept confidential and under no circustance shared or sold.  2) The form is not to lengthy and restricted to contact information and an area for them to make comments or add additional information willingly.   Your CRM can instantly access the completed webform and either create a new contact record or enter an update to an existing file.  Your demand generation group can perform additional anaylysis, score, respond and assign the inquiry to the proper group for appropriate, rapid response and follow up.

Reports, reports, reports they are so necessary and all too often difficult for managers quickly understand or take action on.  We work closely with our clients to develop reports that provide Actionable Snapshots or that detail important trends.  Each report should be clear and allow cross functional teams to understand the importance or relevance of the information being presented.  Reports that are tied to Dashboards, or other BI (Business Intelligence) tools are an essential component of a well implemented CRM deployment.  At LionzForce we specialize in developing analytics that mean something to Senior Management, frontline managers, sales reps, marketing professionals, customer support or services professionals.

Black Magic has long been associated with Sales Forecasts.  Your CRM has the ability to provide the most complete and accurate sales forecast possible.  This is not accomplished right out of the box.  It requires analysis of the "average sales cycle" of your customers, the average percolation time for an inquiry to develop into a customer,  analysis of which sources provide inquiries that are likely to become customers faster,   analysis of how demographics effect the percolation process if at all, analysis of which campaigns have the most impact overall and related to specific products.  It requires a representative sampling of data believed to be accurate, meaning staff has been diligent inputting data and measuring or scoring activity consistent with provided tools.  A certain amount of time is required and this is dependent on your average sales cycle.  As you can see a tremendous amount of data gathering and analysis is required to produce the coveted accurate sales forecast.  The good news is that with training your staff will have the ability to accurately gather the data and your CRM has the capacity to provide the required analysis many times over.  The better news is that the information can be presented in a graphic format that is easily understood.