How to ​Define Your CRM Vision and Goals

CRM Advice

If you are embarking on a new CRM strategy, there is a crucial question that you should consider at the outset.

What is your organisation’s CRM vision?

Perhaps you are facing some of the following issues:

  • Unable to measure the value of each client account and personalise service accordingly
  • Lack of insight into what customers think 
  • Unable to easily assess performance across key performance metrics
  • How to achieve a balance between improving customer experience and controlling servicing costs
  • Need to improve win and retention rates
  • Too much time is being wasted through inefficient processes that consume too many resources 

At the outset of a CRM project a clear vision should be defined that states where your business wants to be.

Think of the CRM vision statement as a 30 second pitch for your project that sums up its purpose and critical aspects in just a couple of 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.

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

  • The future direction of your business, perhaps a 3-5 year plan
  • 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
  • Your company mission
  • Who you want to do business with
  • The standards, benchmarks and other criteria that you use to measure success

Here are 4 examples which you can use as a basis for discussion:

“Build and develop long-term client relationships by creating personalized experiences across all touch-points, and by anticipating customer needs and providing customized offers.”

“To implement a consistent methodology across all of our sales teams that encourages consultative selling with a systematic method to qualify opportunities that is readily accessible to regional sales teams.”

“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.”

“Build and maintain long-term relationships by creating personalised experiences for our members, through a greater understanding of their needs, expectations and interests.”

Now it's your turn!

What is your CRM Vision statement?

Your CRM vision will be supported by a series of goals.

In addition to the goals of the executive team these will span different teams and departments within your organization 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 email marketing
  • Reducing operating cost
  • Accurately measuring customer satisfaction

Focusing on the goals of individual managers these may include:

  • Identifying why deals are being lost & increasing win rates
  • Clearer visibility into the sales pipeline
  • Ensuring Service Level Agreements are met
  • On-demand management reporting
  • Being able to easily create highly targeted customer marketing lists
  • Replacing time consuming manual workflows

For end users, goals that support the CRM vision often include:

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

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

It's 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'll help you achieve your goals and realise your CRM vision. Contact us to discuss your requirements.


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