Customer Relationship Management that works

CRM helps organizations optimize their relationships with their customers. That allows you to work towards a specific customer value proposition that can be tuned to individual customer needs and desires. The goal is to improve customer satisfaction and make customized offers, resulting in higher profits at lower costs. The CRM specialists of Passionned Group are eager to help you with independent advice and implementation of Customer Relationship Management.

CRM is an integral business strategy

A savvy business strategy is essential to a successful CRM implementation. Others essential success factors are:

  • customer-focused employees;
  • customer-focused processes;
  • the right CRM system;
  • having access to the right, current customer data.

The proven concept of the intelligent organization won’t just help you successfully implement CRM, but also to stay successful, even when your customers or their demands change. This puts the customers’ interests front and center. Not just one department or employee is responsible for customers, but the entire company acts predictably and consistently towards the customer. That then leads to effective customer interaction.

Creating new opportunities

The most exciting aspect (and that which offers the most opportunities) of CRM is creating a holistic customer approach, with a comprehensive customer profile as its foundation, using the right analyses and insights. The question nowadays is whether customers can still be followed and served across all channels. Is your organization equipped for that? Do employees have access to the right skills and systems? Because customer demands are changing rapidly these days, the organization has to be able to continuously improve.

What are the results of implementing CRM?

Research has been done to investigate the results of implementing CRM. Among other factors, you can expect:

  • Better insights into customer behavior and preferences.
  • Higher customer satisfaction, more loyal customers, higher margins.
  • Approaching customers at the right time with the right offer.
  • Continuous quality improvement of customer processes and CRM.
  • Less miscommunication between departments.
  • Lower failure costs in customer contact and optimal customer interaction.

We have an extensive knowledge base that you can consult in order to achieve these results. This knowledge base delves deeper into the subject of successful CRM implementation based on the 9-layer customer contact model.

Unique CRM training course

Do you want to take customer-focused business and CRM to the next level in your organization? Take the right steps and achieve more success with CRM & Analytics. Take a look at our 3-day CRM & Analytics training course.

The market is growing and developing rapidly

This year, revenue growth in CRM systems will amount to around 15%, according to Gartner. This strong growth is caused by the following trends:

  • Digitization. Online sales channels and growth in online marketing are making people go increasingly digital.
  • More focus on customer experience. Customers are becoming increasingly empowered. They’re also becoming more demanding when it comes to delivery and services.
  • Technology going to the cloud and mobile. More and more CRM environments are delivered from the cloud. Mobile interfaces are also becoming more popular. See also: SalesForce.
  • Integration of (social media) channels. Customers are using more and more different social media channels to communicate. Software vendors are working on integrating that functionality. Channel integration may not be a trend within CRM anymore, but a lot of work has to be done in this area by companies.
  • Data-driven working is becoming essential. Intuitive decision-making used to be the norm, but nowadays, facts and data are key to good decision-making. Developments like data-driven marketing and Big Data are going to be instrumental in determining success or failure.

Rapid developments

Organizations have to adapt quickly to rapidly-changing environments. It used to be commonplace to implement CRM systems and processes over multiple years, but now it’s become essential to continuously follow the customer. That’s the only way to keep meeting the customer’s ever-increasing demands.

For this reason, Passionned Group has developed the concept of the intelligent organization. Using a clear strategy, you’ll continuously measure and follow your customer interactions. Based on that you’ll make rational (change) decisions. This in turn makes your company more agile and cost-efficient.

And, much more importantly: the organization meets the customers’ expectations. As a result, you can increase your revenue and a strategic customer advantage. Consistently absorbing, analyzing, and reacting to customer data has become the key asset of an intelligent organization.

The four pillars of CRM

  1. Customer focus: Your organization, employees, and processes have to be customer-focused in order to successfully implement the CRM strategy.
  2. Customer value: this is the reason that a customer should do business with your organization. Based on this value in the strategy, customers are divided into segments.
  3. Customer systems: we also call this CRM systems. These are all the kinds of systems the support the customer interaction of your organization.
  4. Customer profile: the whole of the data and information your organization is registering and using when interacting with (potential) customers.

These four pillars together determine the success of CRM in your organization. By continuously improving (PDCA) the organization remains capable of reaching its goals when it comes to customer-focused business.

CRM definitions

There are over 25 definitions of CRM out in the wild, but in the end, it stands for CReate Money. How can you earn more of your customers’ money? What do all the definitions have in common?

The various definitions of CRM

The term “CRM” can lead to some confusion, as many people have their own definition. Many see it as a company strategy, others as a process approach. The term is also frequently used to talk about customer software systems. There are many definitions – well over 25 – that are all true. These definitions have the following in common:

  • The customer is central.
  • Constantly striving for higher customer satisfaction.
  • This leads to higher revenue and lower costs.
  • A win-win situation between customers and the company.
  • ICT resources play an essential part.

To prevent confusion, our advice is to discuss and set the goals and definitions of CRM within the company.

CRM implementation is not without risks

Implementing customer-focused business in an organization is no simple task. Too often, senior management thinks that as soon as CRM has been implemented, everyone works customer-focused. Unfortunately, reality is not so simple.

The risks that come with implementing CRM have to be carefully managed, during and after the implementation of CRM. Important risks to keep in mind:

  • The end-customer of the organization is forgotten.
  • The organization isn’t structured in a customer-focused way.
  • Implementation has become dominated by ICT.
  • It’s unclear which customers will benefit from implementation.
  • The organization is too ambitious and can’t handle the change.
  • The success of CRM isn’t measured.
  • The choice of a CRM system isn’t flexible enough.
  • The CRM system is seen as an independent system without integration.
  • Ownership and the quality of customer data isn’t safeguarded.

Successful customer-focused business

We have over 25 years of experience in implementing and improving CRM in various sectors. Using a myriad of solutions, we can help you make your organization more customer-focused and intelligent. So that you can get better returns from your organization, customers, and employees.

Do you want to discuss these topics with our one of our experts? Feel free to contact us, we’d love to hear from you.

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Daan van Beek, Managing Director


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