What are your best methods for experimenting with new CRM ideas?

Prior to delving into CRM experiments, it’s crucial to grasp your objectives clearly. Incorporating the SMART approach is key. SMART, an acronym for Specific, Measurable, Achievable, Relevant, and Time-bound, aligns your aspirations. Whether boosting engagement, retention, referrals, or revenue, using SMART criteria sharpens goals. Clear, quantifiable, feasible, business-aligned, and time-constrained goals not only steer experiments but aid metric selection. This ensures comprehensive evaluation of outcomes in enhancing satisfaction, loyalty, advocacy, and curtailing churn, complaints, and costs.

Just defining CRM goals is not enough, though. They should be part of an overall CRM strategy which is deeply rooted in the company culture and celebrated activity in the organization.

Evaluating existing process is important to gauge the process/stage level metrics in the entire CRM journey. The metric will trigger us to find the inefficiencies and gaps in the current system by brainstorming sessions, customer feedback and user feedback. Sometimes manual process and outdated approaches can contribute delays. With the current trend of new technologies and approaches, the team can come up with specific area of improvement and clearly observe the before and after results.

Engaging stakeholders via interviews yields invaluable insights into their perspectives, pain points, and expectations. Collaborating with sales, customer service, marketing, and customers themselves fosters a holistic grasp of CRM objectives. In the dynamic CRM landscape, innovation is pivotal for competitiveness. Methodical experimentation, utilizing tools like pilot testing, A/B testing, customer feedback loops, and data-driven insights, keeps us ahead.

You need to have a CoE in place with a person responsible with innovation. This person should be doing PoC based on future requirements and/or new functionality releases from the vendor. Also, testing any beta functionality should be part of this process.

One of the most important sources for new CRM processes is the CRM team itself. Oftentimes, key users from older systems do have a particular idea what to improve and where to generate additional value. On top of that, a CRM consultant can bring in an external view, analyze existing processes in regards to inefficiencies and give recommendations based on observations as well as best practice. Lastly, initiatives should motivate and empower everyday users to submit their ideas and be part of the development of the corresponding process. An involvement should be rewarded after rollout, too.

En mi experiencia me gusta escuchar a los usuarios, qué necesidades tienen, qué desafíos están afrontando. Importante identificar a esos "súper" usuarios que están muy inmersos en el uso de la herramienta de CRM, ellos son una fuente de ideas muy nutrida, que en muchos casos me ha permitído desarrollar proyectos de impacto.

Having someone on your team who understands A/B testing is crucial for effective experimentation and optimization. A/B testing involves comparing two versions of a webpage, email, or app to see which performs better. A knowledgeable team member can define clear hypotheses, set up experiments accurately, determine appropriate variables, and analyze results properly. They ensure experiments are statistically sound, improving decision-making and user experiences while avoiding ethical and legal pitfalls. This expertise is key for data-driven innovation and continuous improvement in digital strategies.

Once your experiments are conducted, analyzing the results becomes crucial. Compare your data to your initial objectives, hypotheses, and benchmarks. Identify what worked, what didn't, and why. Draw insights and conclusions from these results, and document them carefully. Additionally, communicate your findings to all stakeholders and seek their feedback and suggestions. Indeed, the key lies in thorough analysis, comparing current results with past experiences. As the saying goes, "we learn as we go." By experimenting and conducting detailed analyses, we can offer optimal customer experiences and continue to progress.

The learning process is the most important part of your CRM development process. CRM is not a discipline that is decided and executed at one point in time, it is an ongoing process of continuous change.

CRM is a transformation, it's a marathon. It's not a sprint that is delivered and done and dusted. Only with continuous improvements will your CRM be the continuous source of truth for all your customer activities.

There is no perfect or a final system delivered. As customer or process user or business expectation/requirements evolve as time changes, it is important to keep reviewing the critical metrics for continuous improvement. The impact of change is important than the size of the change. Any small improvements identified and implemented at the right time will constantly keep adding value to the system. Also a right decision at the right time for a shift to new platforms to achieve business goals will benefit the organization to keep pace with the current technology and accommodate future changes with ease.

Also building experimentation into ones CRM systems/journeys/experiences - at every step & from the very start, will allow for much higher (more efficient) growth than creating new CRM journeys everytime. Yet so few organizations do this, but prefer to create new models/journeys instead, hence draining resources each time.

You have to dominate the thing you want to work on to it's perfection. Hence: 1. I write it down once the idea pops in my head. 2. Do as much research about it I can in terms of Why,How of it. 3. Start taking smaller risks and see if it works with anyone, if yes you get Immediate response and kick to try it again!

O Customer Relationship Management (CRM) representa uma metamorfose, caracterizando-se como uma jornada de longo alcance. N?o se trata de uma corrida rápida, concluída e esquecida, mas sim de um processo contínuo. Apenas por meio de aprimoramentos constantes, seu CRM se estabelecerá como uma fonte ininterrupta de veracidade para todas as intera??es com os clientes.

By the benefits of the acronym CRM it's dealing with human rights, intelligency and very specific to changing human patterns of behaviour.Predicting only based on historical data may cause a divergent. Which means logical and human emotions also needed to be considered while argumentative on any CRM platform improvement or green field development.

Here are some best practices for experimenting with new CRM ideas: 1. Identify your objectives. What do you want to achieve with your CRM experiment? 2. Generate and prioritize ideas. Once you have a list of ideas, you need to prioritize them. 3. Plan and execute your experiments. Develop a plan for executing each experiment. 4. Analyze and learn from your results. This will help you to refine your CRM strategy and improve your chances of success in the future. 5. Implement and optimize your ideas. Be sure to monitor the results of your implementation and make adjustments as needed. 6. Experiment continuously. CRM is an ever-evolving field, so it is important to experiment continuously with new ideas.