Continuous feedback and enhancement

Just as a business does, every CRM system needs continuous evaluation and enhancement. As your business changes, so must your CRM system. Some of these changes may be the result of changes in your business environment. In response, your CRM must evolve and improve to maintain and advance your competitive standing in your industry.

Until the CRM system achieves a high-level of internal user satisfaction, it should be reviewed at least once every business quarter for usability improvements, in addition to any potential opportunities to automate additional business processes.

Once the system is popular internally, it should be reviewed at least once every six months for potential improvements and enhancements. In particular, opportunities should be sought for more advanced methods (typically involving external connectivity) of improving your customer relationships and satisfaction, such as the following:

• Customer self-service portals

• Automated website lead collection...