4 Pillars of having successful CRM

CRM is an essential tool to manage your sales, marketing and customer interaction process.  Unfortunately many companies are experiencing problems in implementing CRM first time right. It is no exception for companies to introduce and afterwards abandon CRM to start the process all over again a couple of months later to fail another time. The biggest problem? Adaptation – daily use – by the sales team.

By building your CRM on the following 4 pillars you’ll achieve a successful CRM, matched with the needs of your team. Build a project around these four pillars and you will be able to achieve the impossible: a working and actually used CRM!

1) Make it fun

Make your CRM fun to use! Your employees should enjoy using your CRM. Develop an interactive and challenging app to stimulate your CRM’s usage. Make use of gamification to outbrave your employees to do better than their targets: offer daily challenges, couple small rewards to accomplishing goals and display a leaderboard where employees can compete with each other.

2) Make it mobile

50 – 75 % of your salesforce will work with your CRM via their smartphone or tablet. That’s why it’s important to design CRM that is updated in real-time and is accessible from everywhere, especially outside the office. Your sales will enter meeting better prepared and report more accurate and faster on meetings and contacts when they have  access to the system whenever and wherever.

3) Make it intuitive

If employees ask you how to do something in your CRM, you’re probably doing something wrong. When thinking about an interface, you’ll want to make it as user-friendly as possible. To do this, you’ll have to sit around the table with IT, Sales and all parties involved to design CRM for intuitive use in all circumstances. In the car. Walking. On the bus. In a Wi-Fi-less airplane. During a meeting. On a phone. On a tablet. On a smartwatch. With as few clicks as possible.

4) Develop a role-based CRM

Adapt your CRM to the employee’s user role! In a role-based CRM, Sales will see other data and use different screens than Customer Care or Marketing.  To achieve this, you’ll have to work with Day In the Life (DILO) of a salesperson, a marketing person, a customer agent, a manager and a business controller. Keep in mind to set up your DILO’s with a profound understanding of the customer journey and the selling process and make sure to validate interfaces with the actual users.

Want to know how you can put this into practice? Talk to one of our consultants or take the CPI Sales Test.




Comments are closed.