Edwin Best CRM & Cx
Successful customer-centric business
Your Customer Relationship Management (CRM) in line with Customer experience (Cx) for engaged employees and customers.
CRM Software selection and Implementation
Regardless of whether it is a CRM strategy or a Cx strategy, a CRM system is an – inseparable – means to an end (strategy). Connecting all customer channels to achieve customer intelligence, automatizing and digitizing the customer processes.
In search of a new CRM system or the replacement of an existing CRM system? There is a lot that should be considered, from both the perspective of the CRM-system as the organizational perspective.
The CRM system perspective:
- you have got the opportunity to choose between many different providers and implementation parties
- both the functional and non-functional demands should be determined
- the architecture questions should be addressed
- the strategy for the selection process should be determined
The organizational perspective:
- ‘Why’ CRM, purpose
- there are different interests off for example, sales, marketing and service, how do we determine a supported choice at all levels?
- what is the minimum viable product (MVP).
- what does the roadmap look like?
Looking for an effective and efficient CRM-selection project?
I guide entrepreneurs and institutions with realizing a CRM selection process in an effective and efficient manner. In order to do so, I make use of an integrated approach from an organization and CRM perspective:
CRM – implementation
Once a CRM system has been selected, the implementation phase follows. It has been found that many CRM implementations have failed or were not able to deliver the desired result. It’s causes? In many cases there has been insufficient or no attention to the change; a new working method with a new system. The introduction of a new strategy.
A successful implementation of CRM consists of an integral process with a IT change project (left triangle) and a business change section (right triangle).
The project section focuses on the part of CRM IT:
- the translation of business processes into working functionality with automated CRM processes
- the migration of data, setting up the CRM infrastructure as the IT management organization
The culture section focuses on the part of organization development. The required change in leadership and behavior linked to the CRM and Cx strategy. During the introduction of CRM movement arises and interventions are used to remove obstacles. When the CRM solution goes live, sufficient movement must have been created to continue the initiated transformation successfully (learning organization).
I guide entrepreneurs and institutions with a successful CRM implementation. To do so, I work closely with the involved chain parties such as the CRM provider. I make use of an integrated approach from organization and CRM IT perspective based on People, Processes, and Technology.
More information about CRM?
Curious to learn more about strategy and customer centricity and a selection process?
I guide entrepreneurs and institutions with the transformation to successful customer-centric business. I manage this by aligning CRM with Customer experience (Cx) for engaged employees and customers. The effect of this? A flexible organization where the employee and customer are central to all facets of the business. Depending on context and issue, the several pathways vary from total projects (from strategy to implementation) to subprojects (masterclass, selection of a CRM solution).
Edwin Best CRM & CX Newsletter
Successful customer-centric business
Together with business partners and customers I have developed and implemented strategies and run consultancy trajectories in the field of CRM, Customer experience and customer centricity since October 1st, 2009.
The experience I have gained together with the most recent trends and developments are translated in my management book, which was released in 2019.