Your CRM roadmap should help everyone understand where the organization is headed with CRM adoption and why. In order for it to be effective, you will need to get everyone to participate in its development at some stage and get everyone on board.
Here are some basic steps to ensure a successful CRM roadmap:
- Think ‘member experience.’ If your CRM is to elevate the member experience, bring new business
insights and optimize sales opportunities, your roadmap will need to be developed with the member and
their needs in mind throughout the process. Don’t lose track of the member and their needs.
- Define performance goals. What specific member-centric goals do you want to achieve with your
CRM? How are you going to measure progress? Your roadmap should clearly show what all stakeholders
want out of it for their departments, as well as the entire organization.
- Align it with the business strategy. CRM needs to be fully aligned with your business strategy because
its adoption essentially means your business will become more member-centric. Are your CRM goals
aligned with your business goals? Your roadmap should show how implementing CRM in your office is a
strategic game changer.
- Document and evaluate existing processes. CRM implementation means looking at the nitty gritty of
your operations and taking stock of what processes, formal, hidden and adhoc, can be made more
efficient through automation and digitization. You will also need to evaluate processes so that the
inefficient ones don’t simply get replicated into your CRM workflows.
- Prioritize value opportunities. Take a look at which processes can be made more valuable in
supporting member needs by making them more member-centric. Evaluate their priority in
implementation according to their impact on achieving your performance goals. It’s important to
analyze cross-functional processes to see where are the biggest value opportunities for your
- Define CRM requirements. Once you have a comprehensive understanding which business processes must be automated and digitized to achieve your performance goals, you can map out the specific CRM requirements needed. Ultimately, your CRM should adapt to your roadmap and not the other way
- Remember everyone needs to contribute. A successful roadmap is one where all the stakeholders can
clearly see the value of where they are going and why. Your roadmap should clearly and concisely
articulate the benefits of buy-in for everybody—and be open enough that they feel they have contributed
to its design.
Need more help? Learn how Doxim helped Conexus Credit Union to implement CRM and boost member
experience across channels.