Every business is different, leading to very diverse needs. While there are some functions that are quite the same, But most of the processes are different.
Sometimes companies find themselves on the wrong track. Whether due to imperfect strategy, ineffectual management or even a few of small glitches that slow down the entire creativity.
As quoted by Business Standard
Many successful entrepreneurs found themselves in these type of situations many times. We spent some time with various leaders and here we are sharing some of their turnaround experiences and what we learned from them.
“So many people make the mistake of looking at the readymade tools/software, looking at the hardware, looking at their reports, looking at all of the assets, but not the most important asset, which is customer need or demand.
All of those systems, procedures, and protocols are only as good as the people driving them and that is infinitely more important.”
Sounds obvious, right? But, it deserves mention again because excellent service is what creates lifelong customers, avoids negative word-of-mouth and differentiates you from the competition.
For starters, listen to customers and address their concerns in a timely manner. Make it easy for customers to get in touch with a representative. Clearly display an email address, phone number, and social media account. You have to “wow” them by going above and beyond.
Most of the companies say that they are using CRM to make it easier for their representatives to sell or to improve representative productivity.
But the real reason you invest in CRM is completely different.
Imagine that your company has successfully implemented your CRM. With this CRM system you now have:
- Complete visibility of the activities of first-line sales representatives
- Better and more predictive data
With this information you can:
- make more timely decisions
- Change resources prior to market trends, and
- Expect the revenue of your business accurately
Everything delivered by CRM system!
Now, look at the earlier points. If we are honest with ourselves … these points have nothing to do with facilitating our representatives’ lives.
On the other hand, the reason we invest in CRM is simple. We want more control! The promise that CRM offers us as sales managers and sales managers is to give us better control of our sales organization.
But now we must face reality. Businesses who have failed in CRM implementations let their euphoria prevent understanding and concentration of a critical event. And that’s it: We can only achieve the benefits we desperately want from CRM if
- The team enters and update the correct information in the system .
- Team is really using the CRM.
This is where things go down because the front line sees CRM in a very different way from us. Why? Because the team see CRM as another way for their leader (and their leader’s leader, etc.) to inspect them. And there is some fear (and right in some companies) that they will be penalized using the information they enter into CRM.
This is the big division between leadership and field. Leaders see the promise that the adoption of CRM can provide, while our team only see the dangers. We want as much information as we can make better decisions, while our teams will enter the minimum amount to survive, just enough to meet and avoid problems (and pay for the deals they close).
So how do we solve this? How can we customize our interests to use CRM Software or we should customize CRM Software to get better visibility and team interests to get their numbers? How can you find the solution between this great division between leadership and field? This is a topic for another article.
At the moment, however, there are some quick questions:
- Has Sales/Support/Marketing department affected the implementation of CRM Software in your organization?
- How did you control this error setting?
- Do you strive to achieve the “correct” information in CRM System?
Composed by Dheeraj Mehta