One of the questions posed at our 2017 Share event was: ‘Does InterAction meet your original business case?' 65% of respondents said it does, and 35% stated that it didn't, or that they didn't have InterAction in the first place. These statistics provide strong evidence that whilst a large proportion of firms are clear about why InterAction exists in the business, there is still a significant number potentially needing to understand the need for a CRM system. In my experience as an InterAction Client Advisor, the existence of a clearly articulated business case, directly impacts the success of the system across the organisation.
Why build a business case?
Building a business case for InterAction is the first step in realising the benefits of the system and ensuring that you can measure its success. Without one, you will struggle to influence your audience to use it, which inevitably leads to poor adoption and a database of poor quality data. The good news is, it's never too late to start one! For those of you in the admiral position of already possessing an InterAction business case, it is good practice to review it every two to three years. This will ensure continued relevance within your business and will also provide you with the opportunity to review the benefits of new features that have been developed within the product.
Business case quick tips
Here are some quick tips on how to approach the development of an InterAction business case:
- Understand the business development and organisational goals of your firm. Have they recently changed or been slightly adapted?
- Use this information to establish and validate the client information that you believe will be needed to support these goals. Include a review of the InterAction product and check if it offers any new features that would support your organisational goals
- Articulate these requirements to the key stakeholders of the business and use relevant reports from InterAction to demonstrate the benefits. The objective of these discussions is to gain consensus on what InterAction should be used for, along with a clear statement for the business
- Document the outcome of these discussions and use this as the foundation to develop your implementation or repositioning plan
- Remember GDPR – this is already being used by many of you to re-engage with your partners, lawyers and professionals on the importance of up to date client information. Don't be afraid to use this regulation as one of the weapons in the CRM armoury, to assist with the InterAction business case
Examples of headlines for a business case for InterAction
- To uncover client relationships that we are unaware of
- To look better than the competition
- To manage the key relationships within our business and highlight where the gaps are
- To create information that will assist me in managing my client relationships more effectively
- To look joined up in front of clients
- To manage opportunities and pursuits across the business
- To effectively manage business development processes for cross selling opportunities
- To streamline our business development processes across all practice groups
Many of our clients who have formally articulated their business case for InterAction, created an implementation plan, assigned sponsors, set up a steering group and agreed a communication and training plan to meet the overall objectives – have seen this approach contribute significantly to making InterAction successful within their respective businesses.