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-: Hi, I'm Lisa, and welcome to our blueprint overview
of Get the Most Out of Your CRM.
In this video, I'll be stepping you through
the key highlights of this research,
along with the benefits of using it
to address your own challenges.
In today's connected world,
continuous optimization of enterprise applications
are the key to realizing your digital strategy.
Customer relationship management systems are at the core
of a customer-centric strategy to drive business results.
They are critical to support marketing, sales,
and customer service efforts.
CRM systems can be very expensive,
their benefits are difficult to quantify,
and they often suffer from poor user satisfaction.
Post-implementation, technology evolves,
organizational goals change,
and the health of the system is not monitored.
This is complicated in today's digital landscape
with multiple integration points,
siloed data, and competing priorities.
Too often organizations jump into the selection
of a replacement system without understanding
the health of their current systems.
IT leaders need to stop reacting
and take a proactive approach to continually monitor
and optimize their enterprise applications.
Enterprise applications involve
a large number of processes and users.
Without a clear focus on organizational needs,
decisions about what and how to optimize
can become complicated.
Competing and conflicting priorities
may undermine optimization value by focusing on
the approaches that would only benefit one line of business,
rather than the entire organization.
Teams do not have the frameworks they need to illustrate,
communicate, and justify the optimization efforts
in a language that your stakeholders understand.
Assess your CRM applications
and the environments in which they exist.
Take a business-first strategy
to prioritize optimization efforts.
Start with aligning organizational goals,
mapping current system state,
assessing your applications and the processes involved,
measuring user satisfaction,
evaluating vendor relations,
and address this through a prioritized optimization roadmap.
Customer relationship suites are one piece of the overall
customer experience management ecosystem.
CRM platforms are the applications that provide
functional capabilities and data management
around the customer experience.
Marketing, sales, and customer service
are enabled through CRM technologies.
CRM technologies facilitate an organization's relationships
with customers, service users, employees, and suppliers.
CRM technology is critical to managing
the life cycle of these relationships,
from lead generation to sales opportunities,
to ongoing support, and nurturing these relationships.
Get the Most Out of Your CRM
provides businesses and application managers
a method to complete a health assessment
of their CRM systems to identify areas
for improvement and optimization.
Info-Tech's methodology for Get the Most Out of Your CRM
takes a three-phased approach,
starting with understanding the current state.
Understanding the systems that are involved
in your CRM application portfolio,
building a cohesive team to help optimize
across the business.
Moving on to assessing that current state,
identifying gaps and user satisfaction.
And understanding the vendor situation and relationship.
This moves to building a prioritized optimization map
in which key areas are identified,
and an optimization plan is put in place and into action.
At the heart of Get the Most Out of Your CRM,
we build an optimization team
that is composed of individuals across the business,
as well as key IT leaders
and other operational leaders throughout the business.
We really want to understand the features and functionality
from end to end, across the organization,
involving subject matter experts and technical leads
to really drive out true optimized results
that the organization can use to drive their business.
To get the most out of our CRM applications,
we always want to have an eye on
business goals and objectives.
And driving that out through our CRM strategy,
we look to understand
what the business is trying to achieve.
Oftentimes, there is a need to increase revenue,
grow in certain areas and markets,
increase customer retention.
Through understanding business goals and objectives,
we can build out a CRM strategy
that enables the business to achieve its needs,
and we can apply those to the technology optimization areas
that we need to focus on.
Throughout the blueprint,
we look at many areas for improvement.
We look at business capabilities
and process improvement areas to identify gaps,
and build in solutions to drive business results.
We measure user satisfaction to be able to identify areas,
departments, or certain feature sets
that are underperforming.
We look at root causes,
whether it be training or additional capabilities
that need to be implemented to improve this.
We look at issues around data.
We look at access to data, reports,
analysis, access to the data,
and also user training around how the data within the system
can be used again to deliver those business results.
We also understand our vendor relationship,
and look at ways that we can prioritize
and proactively manage our vendors
to ensure we're getting the most out of the applications
that we're using.
And that we're understanding the roadmap
that those products are on,
and that they align with our organizational goals
so that we can make sure that we're getting
the best business results
out of the systems that we're using.
So that's our overview
of the main highlights of the research.
For more details and a closer look
at the tools we provide, download the complete blueprint,
or set up a call with one of our analysts,
who'd be happy to help you out.
Thanks for watching.