My neighbor recently jacked up his little cabin on blocks to build a new foundation for which to support his summertime home. It had been slowly lurching forward over the years and it was not going to be too long before it would have toppled into the lake. We have been watching him as he dug out the ground and poured concrete to make new footings to support his cabin. It evidently hadn’t been done right the first time around.
His trials got me thinking about building the Dynamics CRM foundation to support successful business processes. We must start with the footings to support the structure of our customer’s organization. It is fairly easy to identify business divisions, regions, territories or other units that form the org chart of an organization. Most of our customers have already identified certain key performance indicators they want to use to monitor the health of their sales or service models.
What is more difficult is identifying, building and quantifying the measurements of key performance indicators. What is the information that will make up your KPI dashboards and reports for CRM and how will it be derived? Business intelligence has become such a buzzword over the last couple of years, but it is precisely this vital information on the details of activity that provides feedback on the health of an organization and allows you to have CRM analytics. Take the time during your CRM / XRM implementations to identify the measurements you will use to monitor the steps in your business processes. Some helpful hints include:
- Measurements to monitor Campaign initiatives or activities that result in relevant lead sources that ultimately close successfully.
- Time elapsed between Opportunity sales step processes and the activity or communications conducted during that time to help move the process forward.
- The measurement of activity in the regions or territories where your product or service sales has declined over a period of time.
- Measurements to monitor Service contracts that have not been renewed or show inactivity by the customer.
- Measurements to understand why there are Cases that have remained open past a threshold of time.
Build these types of measurements into your Dynamic CRM solution. They will help support the foundation of your organization to identify trends before you begin to slowly lurch forward.