How to Make CRM Work
It’s all about people
Customer Relationship Management by definition is about relationship – it’s about people. CRM is not only relationships it is also an application to help you manage vast amount of data like activities. Who did I promise to call last week – where is the email I sent last week, when was the last time I contacted this customer and what was it all about?
In a modern business environment a lot is going on and a CRM mainly focuses on one benefit. Taking control of your relationship with customers, taking control of your daily activities and promises to customers. A CRM that works gives you that control.
If you look at typical relationship activities between your sales people and your customers they can be categorised quite easily.
Typically, people seem to have too much to do. Much of this “feeling” comes from not controlling your own activities. Send an email, prepare and send a quotation, arrange a meeting with customer etc. Your day is easily filled with too much to remember.
A typical solution is to manage your activities in Excel sheets, post-it stickers, note pads etc.
This information is easily scattered in different media and control is lost. If you promised to call a customer after 4 months how do you manage to remember to call? Some people have a very structured way and have developed their own tools and mechanisms to manage the situation. However, most do not. They lose business because they are not in control. CRM that work gives you that control.
How does my future look like? How many quotations do we have outstanding and what is their total value? What business opportunities are ready to be closed and what should I do next? Most people have difficulties in trying to manage their own business opportunities using office tools not to mention the poor manager who should try to get and understanding of coming order flow. A CRM that works gives you that information and control – with ease.
Customer face to face meetings are the moments when you make business. CRM does not help you with the messages and content but it certainly delivers the numbers. It is more than well known that the number of customer facing situations have a immediate effect on your company’s sales. An appropriate number of customer meetings needs to be there. Meetings need to be booked – whoever does the booking. And in modern world your Outlook or Google calendar needs to be in sync – both ways.
What is essential?
A CRM that works can focus on what is essential. Specifically, when you are starting up your CRM journey the tool to support your daily activities, is easy to use, is logical and functionality that can grow as your knowledge and knowhow grows.