Do’s and Don’ts for Your CRM StrategyApril 9, 2018
A good CRM strategy is the key to your CRM success. With the CRM market projected to top $80 billion in value by 2025, if your accounting firm isn’t already using a customer relationship management tool, you should seriously consider looking into it. However, a CRM by itself is still just a tool—albeit a complex one. CRM users should combine their system with a well thought out CRM strategy in order to achieve success and growth.
Why CRMs Fail
Unfortunately, not all CRM users find success in their efforts. There are a number of stumbling blocks to CRM success, such as:
- Lack of strong objectives
- Scope creep (which is, according to Wikipedia, the “changing, continuous, or uncontrolled growth in a project’s scope, at any point after the project begins”)
- Poor user adoption
- Failure to implement completely
Implementing a CRM requires a hefty investment—both of time and money. Understanding the causes of CRM failure is an important first step in paving your road to CRM success.
How a Strong CRM Strategy Can Prevent Failure
The second step in achieving success with a CRM is putting into place a strong CRM strategy—and sticking to it. Consider the following tips for developing your CRM strategy:
1. Identify your goals
Pinpoint your chief objectives for managing customer relationships, break them down, and map them out. Then use your CRM to work towards completing them.
2. Remember that not all customers are created equal
Perhaps you’ll remember that we’ve previously discussed the Pareto Principal, which suggests that 20 percent of your top clients generate up to 80 percent of your business. As you develop your CRM strategy, focus on these key relationships.
3. Make sure your employees are invested in using the CRM
If your team members aren’t using the CRM to the best of its abilities—or even at all—then what’s the point of having one at all? Here are a few tips for encouraging your team to commit fully to CRM usage:
- Seek employee input prior to choosing a CRM system.
- Be sure to offer thorough training upon implementing your system.
- Consider offering incentives for proper and thorough use of the CRM.
4. Commit fully to your CRM
To achieve maximum success with your CRM, you must be committed to the system. Thoroughly complete the hard work of customization and configuration from the outset and be sure to sync your company information accurately and entirely with the system. When using outside apps, try to always choose ones that interface with your CRM.
5. Constantly review and refine your strategy
Your CRM strategy should be elastic, not static. Regularly evaluate your plan to identify strengths and weaknesses. Don’t be afraid to make changes to your strategy, just be sure to do so thoughtfully.
ABLE is comprised of several CRM tools for business development and is designed to fuel growth for CPA firms. No other product on the market matches those specifications. Take a look at this analysis comparing other CRMs to ABLE, or check out our “How ABLE Measures Up” series for more details.
Do you think that ABLE might be the right CRM for your accounting firm? Request a no-obligation demo today to learn more about how ABLE, combined with a strong CRM strategy, can help you achieve growth for your accounting firm!