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What Are The Four Pillars of CRM Systems?

Choosing the Right CRM System CRM (Customer Relationship Management) systems are becoming more and more popular, and almost necessary, for businesses in our increasingly digital world. Understanding and leveraging customer data helps companies optimize their interactions and relationships with customers, leading to higher customer satisfaction. CRM technology has advanced to be much more than just […]

Choosing the Right CRM System

CRM (Customer Relationship Management) systems are becoming more and more popular, and almost necessary, for businesses in our increasingly digital world. Understanding and leveraging customer data helps companies optimize their interactions and relationships with customers, leading to higher customer satisfaction. CRM technology has advanced to be much more than just customer contact management. Companies like HubSpot, SalesForce, and MAPS Technologies now provide extremely powerful software with tools to help businesses manage sales, communications, marketing, data, and more. 

It is statistically proven that successfully implementing a CRM system will increase your company’s revenue and play a critical role in achieving business goals. When choosing the right CRM system for your business, the first step is to think about your primary business needs and objectives. Consider your target market, industry, sales process, customer support needs, and data management requirements. In addition, think about what you need to improve and the main pain points of your business. It is necessary to choose a CRM system that is uniquely tailored and can be customized to your business strategy, goals, and processes. Scalability is also a highly important factor to consider, as this will ensure that your CRM system can scale with your business as it grows over time. Here is a list of the tools a CRM like MAPS Technologies provides: 

  • Sales/lead management
  • Email HTML builder
  • Customizable marketing automation sequences
  • Communications & dashboard analytics panel
  • Sales pipelines
  • Task automation
  • Appointment management
  • Integrated CRM
  • Form builder 
  • Membership management
  • Customer portal
  • Proposal builder
  • CRE management

4 Main Pillars of CRM Systems

1. Workforce/People

According to a study done by CRM software company SuperOffice, 42% of people who were asked about why a significant proportion of CRM implementations are unsuccessful said the problem was with people. The companies that fail to successfully implement CRM systems do not have experts or proper training to help their teams with CRM onboarding.  

Innovative organizational change, such as implementing CRM software, can bring high levels of productivity and commitment. There are both external and internal forces that contribute to these kinds of changes. External forces include demographics, shareholder/customer/market changes, social/political pressures, and technological advancements. Internal forces are the more subtle things such as human resource issues, low levels of job satisfaction, and managerial behavior. 

The people aspect of CRM is unfortunately the most often overlooked. Your employees are some of the most important stakeholders of your organization, so it is highly important to provide them with the proper training for your new CRM system. There is always a learning curve with new technology, so we recommend providing formal classes/training at the start of implementation, followed by ongoing coaching for all employees if needed to ensure successful CRM implementation. It is also essential that this training is backed by top management. This way, your employees will be more motivated to embrace the change, and, in turn, have a higher job satisfaction. 

2. Strategy

It is always crucial to think about your strategic goals as a business, considering both short-term and long-term objectives. Coming up with a proper strategic plan allows you to better understand both the strengths and weaknesses of your business, so you can find the CRM system that meets your business needs.

Many specific jobs and functions of your business can be made significantly easier and more effective with the implementation of CRM. If you completely understand each step of the process, your business’ management will be able to allocate duties more successfully. In addition, you will be able to examine the things your business is doing well along with finding areas for improvement. 

Once you have your strategic plan laid out, it is important that you set measurable, concrete and quantifiable goals. This is essential for you to determine if certain objectives have been reached after the changes are implemented.

3. Processes

In the context of CRM, processes are the methods that you determine in order to achieve your business goals. It is crucial that your processes are clearly defined, actively controlled, and regularly followed. 

This key component of CRM tends to be the most difficult for businesses to follow. This is due to the fact that you need to monitor and track your processes almost every day to ensure the effective use of CRM and the incorporation of the latest technologies. 

Another important factor to consider is that your processes will likely change. It is important to have a flexible-minded approach, as sometimes glitches in the system can provide the results you were looking for. Lastly, your processes should change when you have reached a new goal or consider a new business perspective.

4. Technology

As discussed earlier, the advancements made in technology have been extremely beneficial for both small and large businesses. With this being said, though, it is a common misconception that technology is the most prominent pillar of a CRM system. This is very untrue, as it is just one part of the whole implementation system. 

When choosing the CRM system best fit for your business, you must consider the ways in which both your strategies and processes need to be supported. This will allow you to choose a system that has the specific features your business needs to grow and succeed, while also enhancing customer satisfaction through effective use of CRM.

Be aware that you should choose a CRM system that has a variety of features…even ones you do not think you need right now. Like I mentioned before, business processes are supposed to change over time. You may come across a situation where your current process is not working anymore, or you may reach some of your goals. When this occurs, you will need to reconsider your strategies and processes. This can cause you to use other features of your CRM that you had not used previously. 

It is important to consider all four pillars of CRM and allow them to act interdependently. This way, companies can successfully implement, understand, and maintain their CRM systems. Doing so effectively will have extensive benefits to your organization, such as improved customer service, increased efficiency, higher sales and customer satisfaction, streamlining of contacts, and improved customer retention. Schedule a demo here with a fully integrated CRM and customizable business solutions software offered by MAPS Technologies.

References

  1. Lionel Sujay Vailshery, Customer relationship management (CRM) software revenue worldwide from 2010-2020, (Statista, 2021)
  2. Michael Scheiner, 17 CRM Statistics: Growth, Revenue & Adoption Trends in 2024, (CRM.org, 2024) 
  3. Michael Scheiner, How to Choose a CRM: 10 Expert Tips, (CRM.org, 2024) 
  4. Alesia Sirotka, 4 Main Pillars of CRM Systems [Comprehensive Review], (Flatlogic, 2023)
  5. Flowlu Team, What Are The 4 Pillars Of CRM?, (Flowlu)
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