1. CRM on therighttrack
Only two monthsafter implementingour new sales processesandCRM platform, it is still tooearly to measure
the returnon investment. However, the strategy of reorganizingour internal sales processesanddevelopinga
robust customer segmentationhave started topay off.
Strategy first, technology second. Strategy has been the organizationaldriver ever since we framed the
scope. The Kamstrup CRM buildson our substantialgrowthstrategy thatcalls for an increase in our
customeracquisitionthroughlead generation and measurable conversionrates. Further, CRM is designed to
focus onaccount management incorporatingthe ValueSelling Framework® in order to leverage the customer
buyingprocess, uncoverthe potential anddefine the customersegment.
Fromprocessdesign to usability
We have tried to give priority to the user interface: Not tohave toomany entry points, toomany required
data fields or double registration. Framingthe design, we have focused onuser-friendliness and “consistency
over time” by “freezing” the main processesin Q1 andQ2. However, the CRM implementationhasnot been
“seamless”. The “cosmetic” appearanceof a CRM systemis just one part of the usability factor, and I am
sure thatwe could benefit from a usability survey reconsideringthe following factors: Speed, simplicity, and
access from any device.
Immediate results, but still striving for better
Lead generation andconversionrates including clearly defined segmentpotential are the immediate results
we havestarted harvesting. However, not all users are yet onboard. We shouldcontinueeducating and
explaining the processes. We shouldlisten totheir feedback andincorporate the suggestionswhen
appropriate. Keep usersinformed onthe gains they will experience such as less time usedfor other reports,
timely access to better information, and stronger opportunity managementthatwill lead to increased win
rates. We shouldalso align new benefits such as task automationandimprovedpersonalproductivity.
Useradoption isthekey, and this is the next phasewe shouldfocus on to make all users embrace the
processes.