CRM processes support and control the company's focus on the customer.
Table of contents
CRM processes are divided into
- Strategic CRM processes: E.g. new customer acquisition
- Operational CRM processes: Core of the company's business processes
- Analytical CRM processes: supports strategic and operational processes
The objectives and measures from the CRM strategy form the basis for operational CRM. The operational CRM processes are therefore broken down sub-processes to fulfill the strategic process. They are " poured" into the CRM software.
Using the example of new customer acquisition: the aim of the operational level is to close customer contacts, acquire new customers and maintain customer information. The associated tasks are "poured" into the operational customer processes.
The data is evaluated and prepared using analytical processes.
From the CRM strategy to the CRM processes
The CRM strategy defines which goals are to be achieved, with which customer groups, through which measures and over what period of time. A strategic objective is then developed for the resulting CRM processes.
The CRM processes take the strategy as a basis for optimally designing interactions and communication at all customer contact points (call center, field service, website, etc.) throughout the entire customer journey. This means that all CRM processes, from customer acquisition to complaints and customer retention, should become simpler and faster and deliver better quality.
Guidelines for successful operational CRM processes
Operational processes as the core of business processes are characterized by direct customer contact or support for customer contact.
To optimize the design of customer processes, they must first be identified and analyzed in a target/actual comparison.
- identified and analyzed
- optimized
- documented
be analyzed and documented. This work usually falls within the remit of the CRM manager, who describes all processes with his CRM team, which consists of key users from the various departments.
Examples:
- GDPR-compliant mailings and campaigns with CRM in marketing
- Lead management between marketing and sales
- Customer visits and offer tracking with CRM in sales
- Compliance with Robinson lists
- Support hotline and complaints with CRM for service & IT
In the first step, the resulting documentation serves as an internal guideline for customer management. Only when all employees know who has to do what and when do processes run in a targeted manner.
CRM processes need digitalization
In each process step, employees need information about the customer in order to fulfill their tasks.
If the flow of information is consistent and digitalized, CRM processes can be simplified and accelerated.
The required quality can only be achieved if employees have to focus on relationships and results rather than technical and administrative details during customer contact. To achieve this, they need to be relieved of routine tasks.
The analysis of all customer-related information, from communication, offers and purchases to service and complaints, helps management to control and improve customer processes. It is also used to retrospectively analyze the efficiency of CRM processes.
The digitalization of processes is virtually unavoidable.
Transparency and structure for workflows and processes
With the use of a CRM system, all data is collected, made available and analyzed.
All customer concerns, whether offers, complaints or inquiries, go through defined process steps. This guarantees that every concern is treated equally and that requirements such as EU GDPR in customer management and mail blocks are adhered to, the four-eyes principle, etc. are ensured.
Hardly any employee can remember all of the company's requirements. Where employees previously relied on work instructions, the CRM software guides them through complex processes. This protects against errors, guarantees high data quality and ensures that, for example, all legal requirements are met.
One task in operational CRM is therefore the extensive automation of customer activities, processes and campaigns. You can find some examples of the automation of customer activities here in the CRM software function overview video (in German).
On top: analyses for support
Only the digitalization of customer data enables analyses and reports.
Analytical CRM processes support strategic and operational processes by generating knowledge about customer structures and customer behavior. This promotes concrete measures within the operational processes for implementing the CRM strategy.
CRM processes merge CRM strategy and technology*
*According to Österle
An appropriate supporting CRM system is required to implement analytical and operational processes. This customer database is the central database in which all information from the business processes is recorded. All employees are given access to this central data in order to perform their tasks in the best possible way.
Click here for more information on "What is a CRM system?"
Back office systems, such as an ERP or SCM system, take on tasks in the handling of business processes outside of pure CRM processes and are connected to the CRM system. Please also read the article CRM and ERP: Why should you combine both systems?
Cross-system evaluation functions and tools make it possible to analyze the stored data and provide reports and forecasts for economic decisions in the company.
Is your current CRM system not sufficient or do you not yet have a CRM at all?
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