There is no denying that CRM and digital transformation have independently played significant roles in the success of companies. However, most individuals consider these elements separately. In reality, though, the key to success with digital transformation comes from CRM.
Now, as mentioned, people are only just beginning to realize the potential impact of CRM for digital transformation. As a result, it can be tricky for most to see the big picture. Thus, here is a breakdown of the role that CRM can play in the proper implementation of digital transformation:
Why Does Digital Transformation Implementation Fail?
There are actually several reasons that digital transformation can fail within a company. In fact, it is estimated that around 70 percent of businesses don’t reach the goals that they set out to achieve with this newly implemented process.
One of the top reasons, though, is that most businesses don’t have the necessary precursors for digital transformation to succeed. In doing so, though, companies end up starting their journey at the wrong point. When this takes place, you will end up essential driving leads to a sales workforce that is simply not equipped to deal with it.
The good news, however, is that CRM can help to bridge this gap. So, let’s take a look at this integration…
Understanding the Positive Role of CRM
First things first – you need to appreciate the CRM definition before going any further. So, what is it precisely? Standing for customer relationship management, it refers to the techniques, tools, and strategies used by various enterprises. These elements are utilized for the development, acquiring, and retaining of customers.
Now, based on this definition, how is it that CRM can play a positive role for digital transformation? Well, for the most part, this has to do with the fact that CRM can improve sales enablement processes as well as sales productivity and effectiveness. Both of these concepts are important for the seamless implementation of digital transformation.
CRM can boost digital transformation in the following ways:
Data and Analytics: CRM integrates data and analytic tools to improve consumer insight, thus resulting in greater personalization.
Social Media: CRM makes it easier for you to receive social insight from your consumers.
Customer Engagement: CRM provides tools to integrate with other third-party apps and services to improve engagement with consumers.
Emerging Technologies: utilizes tools that drive the next step in a process automatically.
Merging the Two Technologies Correctly
Before integrating CRM along with your digital transformation, there are a few things to consider. As long as the following criteria are being met, you can guarantee that the margining of these two process will be a positive thing.
To begin with, it is important that your CRM has a modern and intuitive interface, combined with collaborative tools. The CRM should also provide contextual intelligence from internal and external data sources. This will make for more actionable insights.
The CRM should be customizable as well to ensure that other customizations can boost the overall functioning of the system. Last but not least, the CRM should offer good business value. As long as the profits outweigh the investment, you will be set.
So, there you have it – the role of CRM in the successful implementation of digital transformation. Thus, if this is a journey that you are considering for your own business, you are now aware of the proper steps that you should adhere to.
Baburajan Kizhakedath
