CRM Is Built Not Bought

Increasingly at Intuity, our customers are beginning to look at Customer Relationship Management (CRM) as a strategic investment to develop their competitive edge.

The Dynamics 365 cloud offering from Microsoft makes it quicker and more affordable for smaller businesses to break into systemised relationship management.

One of the key mistakes that companies make in implementing CRM is to treat it as a product purchase and not a strategy. Introducing CRM successfully into an organisation is a journey and not simply a project. To really achieve the benefits and return on investment that CRM can bring, there is a need to embed a process for continuous improvement.

Intuity’s Approach

Our approach to deploying Dynamics can be described as developing the Minimum Viable Product (MVP). “The minimum viable product is that version of a new product a team uses to collect the maximum amount of validated learning about customers with the least effort.” – Eric Ries 2009.

At Intuity we like to ask our clients “What do you need?” rather than “What would you like?” In our experience, the 80:20 rule means that most of the value CRM can bring to an organisation is included in the platform “out-of the box”, needing only minor customisation. We like to first introduce our clients to these benefits before jumping straight to developing custom code which can quickly introduce unnecessary costs.

Millions of businesses around the world have been using CRM for decades and in that time have developed standard processes, forms and lists to help systemise relationship management -we believe in harnessing this “Wisdom of the crowd”.

Here are top tips for building a CRM solution for your business:

  • Layer your solution. Begin with a simple base.
  • Quantify then prioritise. Solve the most important problems first (Those which will have the greatest impact on your business).
  • Keep it simple. Don’t change forms and views for the sake of it. Look at what’s there.
  • Develop collaboratively. It’s more fun and helps with adoption.
  • Customise. Settle. Reprioritise. Repeat.
  • Keep an eye on what’s coming in the roadmap. Dynamics 365 is constantly adding more functionality & features.

We are here to find out what is important to you and to help you build the most appropriate, most effective business platform for your connected Marketing, Sales and Customer care functions. We make it our business to get to know your business better so that you can get to know your customers better. Email today to find out the solution we have for you.