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High-level CRM principles to adopt

We often get asked by clients for some high-level principles they need to adopt to ensure they get the most out of the new CRM solution they intend to implement.

The purpose of sharing them is usually to ensure that they can stay focused, maximise the benefit to be achieved from the product and solution, and keep within scope of the project.

In no particular order, some of the key points we make are

  • CRM is not a technology, it’s a strategy and a culture
  • Automate where appropriate, not just because you can
    • Prioritise standard processes where you’re looking to build in efficiency for staff and consistency for members / audiences
    • The biggest wins are the heavy lifting of base administration, with no real value add, examples being
      • Welcome letters
      • Renewal reminders
      • Nurture programmes
      • Event joining instructions
      • Surveys
  • Adopt best practice where possible, from the technologies and from the partners
    • There will be areas which are very specific to you, but not too many. You’re unique because of what you do and the cause you serve, not because of how you do it
  • Give everyone access to the system, it is not for the chosen few
    • Lead from the top, your CEO must have an account, use it and talk about it
  • Capture all interaction with all audiences
    • Categorise and classify as much as possible, minimise free text entry
  • Use Case Management to handle multiple scenarios, it’s a really powerful for collating tasks around processes where tracking and visibility are important and multiple people may be involved
    • Start with basic inbound enquiry management using task queues & workflows
  • Give suitable priority to search / query / find / reports / dashboards
    • Staff will value the system most if it’s easy to find the information they need to perform their jobs
  • You need Champions, ongoing beyond just the project
    • This is not a status or hierarchy role, you need influencers, a mix of supporters and doubters, who will be engaged
  • Set out to enhance incrementally but continually
    • With changes managed and gatekept
    • Suggestions sought, pipeline shared transparently
  • Training documents, user manuals are vital, written by the business teams, and maintained by them
    • Short videos are a great format for these
  • Data, data, data
    • Be strict on what you migrate, think GDPR minimalism
    • It is the first visible sign of success or failure for staff
    • It must be governed on an ongoing to maintain integrity, as an active activity with responsibilities across teams for the data they use

These have evolved over the years of course but our clients have found them useful, I hope you do too. Do use the Comments to add your thoughts, we’re always keen to hear from you!