In the end, implementing a CRM system (like Second CRM) is an investment. As in any investment, you need to have some kind of expectation of ROI, otherwise what’s the point? A lot of things go into implementation – training, time allowances for adoption, subscription fees and more.
The historical perspective—the one where users of the system considered CRM only a management vehicle to watch, control, and measure their performance— is not yet eradicated. However, the true value of a good CRM system lies not only in its nuts and bolts, but with the user. Being able to align the needs of the user with the capabilities of the system lies in answering that fundamental question: What’s in it for me?
What will each user be able to gain from CRM? As a sales rep, why should I bother with CRM when the old ways of Excel and a good sales pitch have been serving me fine so far? How about the managers and the human resources people?
The Sales Perspective
If you ask a sales rep, CRM is just another tool. It helps in managing contacts and accounts, and is great for keeping track of your product catalogue, but how does it actually help in closing the deal? Some might say that once you’ve done your part with the sales pitch, “closing the deal” is a non-event. If the customer sees the value in your product, then the sale should happen as a matter of course, right?Well, CRM can still help with that in a few key ways:
- Capturing the lead. This is the first, and arguably the most important part in the sales pipeline. Every message your company puts out is an opportunity for lead generation, from emails to your website.
- Lead qualification. Track and monitor prospect activities so sales reps can follow up with the right offer. Set alerts that engage sales when prospects signal interest in your product or service. You can also automate things like emails in order to stay engaged with a prospect with minimal effort.
- Manage sales activities. It’s like an electronic diary for business. Create and keep track of events in a personalised calendar. Log calls and meetings. Keep track of every interaction in moving a prospect through opportunity stages so you’ll know what works in closing the deal.
The Management Perspective:
There are some traits that all great managers have. Responsibility. Accountability. Commitment. Discipline.
Management is expected to motivate and deliver results. After all, we are all here to do a job. It’s not just about keeping tabs on employees with an eagle eye, it’s also about learning about and streamlining processes in order to drive productivity and profits.
The head of sales needs to know about the pipeline and how often reps are interacting with customers and prospects. Marketing needs to know about the performance of the latest campaign and how to orchestrate an effective pull strategy. Finance needs access to sales figures to plan cash flow and production.
All this is information you can get from a good reporting system. The business needs to commit to adopting a CRM system across the board in order to guarantee accurate reporting. After all, the system can’t just pull facts out of thin air. The heart of a CRM system is the user, so employees need to be encouraged to use the tools at their disposal to drive profit accretion.
The Customer Service Perspective:
Like the heart of a CRM system is the user, the heart of a business is the customer. Whether dealing in Business-to-Business or Business-to-Consumer, knowing what prospects and customers want is key to driving sales and profits. This also goes for being able to properly interact and deal with customer issues.
Closing the deal isn’t the end of the line – good customer service means making sure customers are satisfied with your product or service, which goes a long way towards building lasting customer relationships.Here are some ways CRM can help:
- Auto capture requests from multiple support channels. You can capture service requests from multiple interaction channels – from your website and emails to calls and social media- into Second CRM to make taking action easier. The system tracks completion and activities, so you know what has been and needs to be done to solve a problem in minimal time.
- Prioritize requests. While all requests for service are important, some are more urgent than others. Being able to filter to prioritize requests means being able to provide your customers with priority service, which can give you competitive advantage.
- Create internal FAQs. Save time on solving common problems by turning a solved service request into an FAQ. That way, other support personnel can refer to it and don’t need to waste time solving a previously encountered problem.