CRM or Die: Business Processes

Albert Einstein had it right when he described the need to spend 90% of our effort preparing and the remaining 10% on the solution.?If applied to the management of client relationships, ninety percent of our time?should be spent on planning, preparing, and implementing?an integrated CRM solution, leaving ten percent?for maintenance!?So many firms get this wrong and that is why countless CRM systems fail. Typically it's not the software that fails a firm but a firm’s?lack of internal focus and processes that cause?the CRM to fail!

Five Steps of Process Documentation

Regardless of where you are on your CRM journey, it is never too late to spend time on documentation. These five easy steps will help you walk through detailing your processes to get all your internal procedures.

1. Map your current internal process
2. Identify gaps in that process
3. Review the process
4. Improve the process
5. Monitor the process

Flip the Perspective

In addition to documenting internal processes, you should also flip things a little and look at the business from your client's perspective.?Take a few minutes to jot down the?journey your clients go through — from the time they first learn about?your firm to the time they complete a project with your team. It might be eye-opening for you!

We took the time to do this at CKC starting with paper and pen then converting it to the illustrated graphic below.?This is the?public version, however, there is an internal version with bulleted lists?outlining each step of our client experience (CX) process. It includes clear definitions of?terminology to ensure that we are all on the same page and using consistent?verbiage. Responsibilities and expectations are set for each step,?clarifying the data that needs to be gathered, when it should be collected,?where it needs to be entered, and by whom.

We documented?how the data would be used, allowing us to see how that small piece of?information fits into the bigger picture. We invite you to do the same. However, you do not have to do it alone. CKearney Consulting offers process mapping consulting services. We start with understanding your internal process, learning how the company operates, and setting specific goals for a system. We identify the best personnel to interview, then work with your team to develop customized documentation. If this is something your firm could benefit from, we are here to help! Take the next step and?book a discovery call today.

This article is an overview of chapter four of?CRM or Die: Manage Your Client Relationships or Perish?by Courtney Kearney and Chaz Ross-Munro.