Companies looking to improve their customer relationship management (CRM) deployments need to take a harder look at their employees and not necessarily the technology itself.
While technology is generally easy to implement, companies need to ensure that their employees are on board with any new software implementations. Sales teams need to be sold on CRM, and – like all sales efforts – it needs to hinge not on why CRM is great for sales managers but on what is in it for the sales staff. Employees need to be treated as customers if a company wants to gain their buy-in.
Businesses that are able to get their employees on board with CRM deployments stand to take advantage of several benefits. Successful CRM platforms help companies save significant time and better allocate resources to other goals, such as research. For example, if the solution allows just one worker to save 30 minutes a day, that staff member can then devote this time for administrative tasks and sales.
CRM improves data, communication capabilities
CRM is also ideal for businesses looking to streamline their data, allowing companies to produce more efficient forecasts and greater sales and employee commissions.
Effective CRM also improves business and employee communication capabilities.
While CRM may not spur employees to get on the same page around leads, it can smooth the transfer of leads and lead information from marketing to sales and back if a company has closed the loop on leads that turn out to be not yet ready to buy.
CRM leads to competitive advantage
While many companies believe CRM is just a technology deployment, the platform is actually much more than that. Decision-makers need to think of CRM as a strategy and as containing three methods: competition, communication and collaboration.
The current economic landscape will undoubtedly change, but companies with strong customer relationships will be able to weather the storm. With CRM systems in place, businesses can offer their consumers a unique experience – or they risk losing opportunities to their competitors.