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Helping your CRM strategy to work effectively Deciding to embark on a CRM strategy within a professional services firm can often mean lengthy discussions on the type of system and a drawn out process to obtain sign off on the significant investment that adopting any system will entail. Marketing teams understand that the heart of CRM is about being focused on clients and that strategies will impact on both current and future relationships. The system put in place to fulfil your strategy will only be as good as the information held within it. As a marketing function charged with using the system you want to be certain that it is capable of delivering the information needs that you have. You therefore need to hold accurate and relevant information on the individuals and organisations with whom the firm wishes to build relationships. Shamrock have worked on the data side of CRM projects at different stages from the ideal position of being involved at the outset, to assisting at the upgrade to a new system and turning an existing CRM system from a lack of adoption into a success. Having a system that is credible in terms of the information it holds can help significantly in terms of creating the change of culture that is often necessary for your CRM strategy to be a success. However, the information needs to be kept relevant and accurate in order to maintain momentum. This is not just a question of telemarketing and research. Mechanisms and resources from across the firm need to be reviewed in order to understand what information can be captured, for example, mailing returns, client set up processes or event feedback. Shamrock can help to facilitate this exercise and work with you to define a long-term maintenance strategy for the data on your CRM system. To find out more
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