How to ​Define Your CRM Vision and Goals

If you are embarking on a new CRM strategy, a crucial step will be to define your organisation's CRM vision.

Perhaps some issues your organisation faces include:

  • Unable to measure the value of each client account and personalise service accordingly
  • Lack of insight into what your customers think 
  • Not knowing key numbers across critical performance metrics
  • Balancing the demands of improving customer experiences and controlling servicing costs
  • Needing to improve win and retention rates
  • Time being wasted through inefficient processes that consume too many resources
  • Managing disparate data sources 

At the outset of this project, a clear vision should be defined that states where your business wants to be to overcome these challenges.

Think of the vision statement as a 30-second pitch for your project that will sum up its purpose and critical aspects in just one or two sentences.

By defining and documenting this vision statement you’ll have a destination and reference point throughout the project to steer decisions and additional requirements.

Defining this should be a team effort. Your vision should be a business vision rather than a technical vision. It will often reflect:

  • The future direction of your business
  • Where you are now, and current market demand
  • Your business values - guiding principles of why you are in business and what sets you apart from competitors
  • The mission of your organisation
  • Who you want to do business with
  • The standards, benchmarks and any other criteria that you use to measure success

What is your CRM Vision statement?

Here are 6 visioning examples which you can use as a basis for discussion:

  • “Build and develop long-term client relationships by creating personalised experiences across all touch-points, and by anticipating customer needs and providing customised offers.”
  • “To implement a consistent methodology across all of our sales teams that encourages consultative selling with a systematic method to qualify opportunities that will be readily accessible to regional sales teams.”
  • “Engage our clients by personalising their journey with us alongside effective retention strategies as well as efficiently responding to leads to generate new client wins.”
  • “Create a hub for a complete, uniform and robust view of our interactions to ensure that our staff have the correct information at their fingertips when dealing with customers and prospects.”
  • Have a clear structure and a defined process in place that enables our sales team to uniformly progress any opportunity from a lead to an outcome, and be able to report on this activity, revenue generated, conversion rates and pipeline.”
  • Build a centralised and secure CRM solution that will provide long term scalability, meet our global reporting requirements, and help us maintain GDPR compliance.”

Your vision should be supported by a series of goals.

CRM Vision supported by goals

In addition to the goals of the executive team these will span different teams and departments within your organisation so there will very likely be a variety of goals across these groups.

The goals of the organisation's executives will frequently include:

  • Identifying the most valuable accounts
  • Increasing the volume of new sales opportunities
  • Understanding the ROI from marketing activities
  • Reducing operating cost
  • Accurately measuring customer satisfaction

Focusing on the goals of individual managers these may include:

  • Identifying why deals are being lost and increasing win rates
  • Increase collaboration between team members, and with other teams
  • Ensuring Service Level Agreements are met
  • On-demand reporting across key metrics
  • Being able to easily create highly targeted customer marketing lists
  • Replacing time-consuming workflows

For end users, goals that support this vision often include:

  • Online and offline access to customer, sales and process information
  • Single source of truth about customers, members, prospects & other contacts
  • Getting credit for work delivered
  • Reducing administration and simplifying data entry
  • Understanding which client service issues need to be resolved
  • Which sales opportunities need immediate attention

Consider your own goals and how you will use CRM to measure these?

It is critical that your key executives are involved in defining this vision, that you document the vision, and that it is understood by and communicated to everyone.

By engaging with Preact we will help you achieve your goals and realise your vision through Microsoft Dynamics 365 and other Microsoft Business Applications. Contact us to discuss your requirements.

RELATED: How to Create a Powerful CRM Vision (Gartner)


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