CRM and IT

CRM is a field that has a very close relationship with technology due to the multiple functions it contains. The environments where customer data is stored or, for example, the platform where the loyalty program that works with a score mechanism is designed, then the platform where it comes to life, these are all fed by technology. A CRM team that wants to make a discount campaign uses a technological infrastructure, it is a technological platform to which it also applies when it wants to make SMS communication or send instant notifications. Reporting and measurement systems still need technology.

When technology is so intertwined, companies may consider positioning their CRM teams under IT in their organizations. However, considering its close relationship with the customer, it is not very correct to be positioned under IT. However, within IT, there must be an expert who knows the CRM business, understands their language, can solve their problems, and even an expert team according to the size of the company. Some companies are also setting up an IT army because they want the entire infrastructure, all technological developments to be installed and made by them. The company needs to make decisions based on business strategies and volume, but at least an IT expert with database experience and knowledge of data security makes both the CRM team and the company feel very comfortable.

In order to establish a properly functioning CRM structure, the relevant IT specialist or team and the CRM team should be head to head and draw up the project plan from the very beginning of the CRM project. It is this person or team in IT who will then conduct the needs analysis of the CRM team for the selection of the right technologies for each technological need included in the project plan and guide them. IT should bring the CRM team together with appropriate technological solutions, take their side during their evaluations and provide correct guidance.

The task of IT is also very important in the in-house integration and implementation of the selected right technologies. IT needs to work in close contact with CRM throughout the entire process in order for the entire technological infrastructure to be set up correctly. This proximity is also necessary in order to reach the fastest solution for the problems encountered after the implementation.

For companies that do not have their own IT teams or have an IT team but do not have CRM experts, CRM IT support can be obtained from external companies, but this also has its own challenges. For example, when there is a problem, the relevant person cannot be reached quickly, or the priorities cannot be determined because they are not aware of the company strategies, or another company is in control of the database… According to their business strategy, companies should decide how to position their IT support before starting their CRM projects.