“Vision,” “strategy” and “customer experience” are going to be universal aspects of CRM across companies of all sizes.The first two are necessary to implement a CRM plan in the first place, while the latter is what you will need to focus on in order to make your CRM successful. The way each of these is handled may differ based on size, but they apply equally to SMBs as to larger businesses. A version of this image originally appeared in: “The Eight Building Blocks of CRM: Overview,” by Ed Thompson, (content available to Gartner clients) Do any of the building blocks not apply to SMBs? Because the final two building blocks, “technology” and “metrics,” rely upon resources that may not be available to many SMBs, they are probably the least applicable when it comes to implementing the Eight Building blocks for smaller businesses. However, the larger, high-level ideas behind both building blocks—”choose the right CRM vendor” and “use data to drive change,” respectively—are still highly applicable.
Following the eight building blocks will thus be crucial for these agencies, even smaller ones that might only have one agent. The same is true of any sales-based company that relies upon good, ongoing relationships with customers and clients.Though devised as a tool for larger businesses, the Eight Building Blocks of CRM have a lot to offer SMBs. Some of the building blocks are universal, some will differ in their implementation based on the size of a business, and some of them only apply to SMBs on a broader conceptual level, but they all have something to teach smaller businesses that can help them reach the heights of the enterprise organizations whose CRM models the Eight Building Blocks were based on.