The reason to invest in a CRM system is usually to find a structured and efficient way to manage the customer accounts. But what does that really mean?
A common mistake is to think that you need to have a lot of information and many different fields your CRM system in order to get a 360 degree view of the customer. This usually leads to a CRM-solution that is crowded and hard to manage. Many fields will also remain empty.
In order to avoid those problems, try a solution with few fields and less information. Evaluate every field by asking yourself:
- Who is going to use the information?
- Why should this information be used (what value does it add to the organization)?
- How often is this information used?
- Do I want to base any statistics on this information?
If you don’t have an evident and valid answers to those questions, you might consider not to use the field at all. The secret to a successful CRM implementation is to start very basic and expand the scope and complexity step-by-step.
Where do I start?
Regardless what kind of organization you work in, there are always two fields, except from contact information, that can be found in every CRM-solution:
- Relationship (e.g. customer, prospect, supplier or retailer), and
- Account Manager.
With only those two information fields you can already do a rough segmentation and distinguish which accounts to work on. From there, try to only add information that has a value to the organization.