New software often brings new benefits, but it can also bring new inconveniences, if it forces you to change the way you work to fit the software. In addition to being disruptive, if rigid new software is “imposed” on your employees, this can breed resentment against the new tools and hinder user adoption. With CRM, where success is closely tied to user receptivity, this can present a significant obstacle.
Furthermore, your business processes have often been built up over years of experience and have been honed and refined over time—in many cases, they are part of your competitive differentiation. In this light, changing the way you work to fit a software system is not just a nuisance—it can be seriously detrimental to your operations.
CRM needs to work the way you do—the way your employees work and the way your business operates—without changing the processes that make you unique. Your employees should have access to all the customer data they require, whenever they require it, and in their preferred view—and it should make it easier to do their jobs. While CRM may bring about process refinements and new efficiencies, it should still mould to the unique characteristics of your business processes.
Business processes, however, are not static. In fact, a company’s ability to reconfigure processes quickly in reaction to changing needs, priorities, and external factors can produce a significant competitive advantage. A CRM solution built on a flexible technology platform can easily be modified to suit your current workflows and business needs, while also providing the flexibility to respond quickly to future events and evolving demands. By prioritizing flexibility in your software selection, you can support a more adaptive, agile enterprise.
Deploying the right CRM solution should enable you to bring all of your existing, time-proven customer-facing processes and procedures, from lead management through quote and contract generation, the sales process, and customer service, under the umbrella of a single, integrated system that makes your processes more adaptable, not rigid.
Interested in finding out more on CRM? ProAptivity specialise in the deployment of CRM solutions into small and medium size businesses. They are the Northern Ireland solutions partner for Maximizer CRM which offers both on-premise and on demand solutions with full Mobile CRM capabilities. For more information contact 028 90735630