CRM Audit

March 24, 2011

CRM can be termed as a revolution taken up by all enterprises to optimize their sales, service, marketing etc., and reap benefits. Any CRM basically starts with the generation of the customer database in the simplest fashion of a spreadsheet and slowly moves towards an enterprise class CRM System. More than the technology, it’s the people’s adoption and acceptance to the system that matters.

Business Process

CRM allows you to understand your customers, their viewpoints and expectations. It helps you get the quantitative and qualitative analysis of your customers, so that you can serve them better. This is applicable for both product companies and service companies.

Few key points related to CRM:

  • A media is absolutely essential for customer engagement.
  • Potential CRM strategies & tools need to be tailored to the needs of the company.
  • It is very important to communicate in the language of the customer.
  • Take note of current trends in CRM and adapt to those necessary to better connect with the customers and their ever-changing needs.

If undertaken correctly, CRMs is a valuable asset to business and its performance. In addition to that, Customer relationship management offers a deeper analysis and insight into the critical sales and customer related issues. Further helping the Organization to understand and know where exactly they stand in the competitive market arena.

When you are not sure where you are in terms of handling your customer relationships, it may be a good idea to start with a CRM Audit. This can be performed in two ways:

  • Internal Audit
  • External Audit

Internal Audits are conducted as a series of surveys, questionnaires and interviews from senior management, to understand various facets of the current CRM Effectiveness. As a result, you can decide on the roadmap – improvement action points, both from business and technical perspective.

Once the internal audit is completed, or if the current organization doesn’t have qualified internal experts to gauge CRM Effectiveness, you can plan for an external audit. Experts like CRMIT can help you analyze the current CRM position and arrive at action points based on various factors.

For more details on our CRM Assessment & Advisory Services, contact us at

Leave a Reply

Your email address will not be published. Required fields are marked *