Microsoft release casts new attention on CRM technology.In December, Microsoft began production of Microsoft Dynamics CRM 4.0, a newly enhanced customer relationship management (CRM) application that is prompting many companies to take a fresh look at a very flexible new solution. The new version includes more than 100 enhancements focused around user experience, performance, and platform capabilities—including user-interface improvements, enhanced data management, and the ability to work in multiple languages. In addition, it includes one particularly notable new feature: Microsoft CRM Live, a hosted version that allows organizations to reduce start-up costs and time. Furthermore, Microsoft’s new product model enables a company to start with the on-demand option and then bring the application on premises as its needs grow and evolve. In addition, for companies currently operating on a Microsoft platform, Dynamics CRM 4.0 offers the benefits of easier extension and integration with other enterprise applications, such as business intelligence or data warehouse systems. And, its tight integration with Microsoft Office applications such as Outlook and SharePoint reduce the effort and learning curve for end users—a common stumbling block for new CRM programs. With its recent enhancements, Microsoft is now firmly on the radar of industry analysts, as well as many companies that are contemplating implementing or upgrading their CRM systems. It’s about leveraging customer data. This heightened attention on products makes this a good time to remember that CRM technology can only be as effective as the customer strategy put in place to support the business objectives. Ultimately, effective CRM is not just about tracking customer data; it’s about creating the discipline to enhance the framework, tool set, and behaviors that enable your organization to do good things with the information captured and managed in a centralized system. When employed in support of a sound strategy, a CRM system helps: - Design interactions with customers or prospects by leveraging information about their needs, issues, and concerns
- Leverage all points of influence by understanding the others with whom your contacts interact—within their organizations, in your organization, and at third parties by association
- Identify better ways to serve your current customers or enhancements to your product strategy
- Foster collaboration and sharing of data across your team
The right foundation for your technology decision.Choosing a CRM technology solution should be part of a top-down approach that aligns CRM tools and processes with business goals. To market, sell, and serve customers effectively, this approach must be centered on creating the behaviors that drive success. This means: - Setting realistic expectations. CRM is a journey, not a destination—the full benefits only come when the entire organization is trained and competent with the new marketing and sales paradigm.
- Establishing clear metrics and goals so that everyone knows what you are seeking to accomplish.
- Incorporating effective communication at the heart of the program as a means of building commitment.
- Ensuring that CRM follows rather than leads your customer strategy.
- Integrating CRM into the way your organization operates.
With these factors in place, your CRM application is then primed to produce the benefits you expect from it. West Monroe Partners works with companies to design effective CRM solutions, including selecting and customizing CRM software to address business goals. For more information, please contact Dave Tilson,
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, or Mike Buhrfiend,
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