A CRM project addresses all the populations of the company in connection with the customer: customer service and sales forces of course, but also agencies, sales administration, marketing, and even R&D. The aim is to offer them a coherent and 360° vision of the customer, processes, and information on products and services, and even of the third-party service providers involved (for example, logisticians or maintenance companies). This information will be delivered to customers via agents and sales representatives, or through self-service.
CRM is also a tool for managing the company's activity. It provides KPIs to measure the effectiveness of the sales force and customer service. With the help of dashboards and alerts, objectives and customer satisfaction can be monitored. The information can be very fine. The CRM can thus couple information from the customer service and sales departments to highlight a correlation between the sales of a product and the satisfaction of the customers who bought it. In the same way, CRM can measure the ROI of a marketing action by cross-referencing its cost and the sales it has generated.
A customer relationship management solution includes a suite of modules that you can choose, customize and integrate: sales team management, customer service management, and marketing campaign and program management. In addition, there are cross-functional components such as the knowledge base, workflows, product and action recommendation engine (the notion of next best action), the Single Customer View (SCV), and RPA tools (agent process automation).
CRM must be integrated with multiple third-party products. First of all, with the digital or voice interaction management platform, in order to benefit from functions such as automatic file escalation, click-to-call, or telephone banner. Secondly, with the ERP, which often hosts customer information and documents useful for CRM. Electronic signature modules (for contracts or estimates) are also integrated. Bridges are also drawn between CRM modules of different origins - knowledge base, SFA or campaign management, and marketing programs. Finally, the CRM can interact with the e-Business platform, in one direction to drive web browsing, in the other direction to personalize the site content by selecting offers or displaying current requests.
The unavailability of a CRM sometimes has a direct impact on sales. SaaS tools guarantee an availability rate close to 100%, but on-site deployment may require the implementation of highly available infrastructure. In addition, customer data raises security and privacy issues specified by the DPMR. Customer data is supported by modern CRM, but existing CRM requires vulnerability identification and appropriate processes to be implemented.
Customer relationship management begins before the purchase of a product or service and continues throughout the life of the product or service. Upstream, opportunities are identified and then the sales process is managed. Downstream, but also upstream, we respond to requests in the broadest sense of the term: after-sales service, requests for information on products, brands or services, invoicing, payment and delivery. Throughout this process, we collect information and build customer loyalty by improving customer satisfaction. From being a cost center, customer service becomes a center of enchantment and even profit.
Design and implementation of CRM projects
- Design and implementation of any CRM project, regardless of its size and constraints.
- Configuration, specific development, integration, and deployment.
- Implementation of RGPD compliance.
- Data recovery from existing systems (old CRM and other systems).
360° vision and unique customer repository
- Implementation of a unique customer repository (RCU) that materializes the customer's 360° vision.
- Connection of the RCU to multiple data sources such as CRM, ERP, messaging, social networking tools, network directories, or e-business sites.
Architecture and infrastructure
- Integration of CRM in the IS high availability infrastructures and in the Business Continuity Plan (BCP).
- Definition of the target architecture.
- Sizing of infrastructures and choosing the deployment mode (on-premise or cloud).
Integration with the IS and the contact center
- Realization of a telephone coupling and strong integration with all digital channels (e-mail, chat, web, social networks).
- Integration with the whole information system, with ERP in mind.