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Presented by:
TM
Vendor Guru
CRM Software:
Reasons to Optimize
By Francine L. Huff
© 2007 HQ Publications ® LLC All rights reserved Table of ContentsIntroduction Optimization Strategies 1 1. Handling Data Impacts Performance 1 2. Monitoring System Performance 1 3. Report Performance 1 4. Improve Analytics 2 5. Getting Users on Board 2Case Study 2Conclusion 3Sources 3About the Author 3Introduction comprehensive view of each customer." (Dickie, 2003) If Managing customer relationships profitably is a challenge you are unable to do this, users will lose confidence in the many businesses face. Increasingly available system and stop using it. ACT by Sage allows data to be information and customer choices translate into a synchronized with PDAs and smartphones. Another decrease in automatic loyalty. New distribution and add-on product allows follow-up emails, faxes, and letters communication channels create more complex customer to prospects and customers to be generated from the interactions. Implementing powerful technology enablers ACT database.may be prohibitively expensive for many firms. That makes optimizing the performance of the customer relationship Keep in mind the following factors that influence the size of management (CRM) system crucial for companies to the data stored in your database:maximize customer service and grow revenues and profits. . The number of records . T he number of users on the systemThe software in your CRM system should be evaluated regularly and upgraded when appropriate to accommodate . M etadata about users on the systemchanges as your organization evolves and to keep your . T he business use cases that are run by usersinformation secure. CRM should improve your . The frequency at which business use cases are runorganization's communication with customers. By setting up a system to understand, anticipate, and manage Regular maintenance helps keep your databases efficient. customers' wants and needs, your business can improve Whether you choose to run your maintenance plan nightly profits and revenues, as well as access to customers. CRM or weekly, it should include updating statistics, purging should allow you to consistently deliver quality service via deleted records, and creating and managing indexes.sales contact management, sales force management, and marketing automation software. This paper will discuss five reasons to optimize your CRM system and deliver 2. Monitoring System Performanceexemplary service to your customers. Analyzing the performance of your CRM system can help determine if you are making the best use of the available hardware and software. Monitoring can help you determine Optimization Strategies if you are meeting performance goals and help pinpoint A CRM system can help you develop, maintain, and problematic areas. Data generated through monitoring improve customer service. But once you've chosen and can help you analyze trends, predict possible performance implemented a CRM system, it's important to optimize its problems, and find solutions to avoid them. The informa-performance. The system you choose should be updated tion you gather can also help determine whether you need regularly and maintained consistently. No matter how to upgrade hardware or change any operational proce-much you spend on CRM, your system will only be dures to improve the performance of your CRM system.successful if you maintain it and set up appropriate opera-tional procedures. Addressing the following five key areas will help optimize the performance of your CRM system. 3. Report PerformanceNow that you've gathered data how are you going to use it? Being able to interpret data and generate useful reports 1. Handling Data Impacts Performance is crucial to the success of a CRM system. Reports can be Your CRM system's databases must be maintained in used to evaluate server activity, diagnose system snafus, order to optimize performance. The volume of data can and provide general information about system perfor-significantly impact the performance of your CRM system. mance. Reports can also enable you to evaluate events "To get the full benefit of CRM, you need to be able to pull logged by applications and programs, view security log information from a wide variety of sources, both inside and details like invalid log-in attempts, and view events logged outside your co... [download for more]
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