CRM in 2019: Focus on the end when creating your beginning

A modern and innovative CRM can improve your marketing and customer service in so many ways, it’s impressive. Bringing clients, contacts, DMU’s and opportunities together in one system, giving all team members – in-house or on the road – an easy single view on a client’s status, up to the last order, delivery, like or complaint.

But why stop there? Your CRM can be taught to be intelligent, allowing your client to handle all the business he has with your company himself. CRM Intelligence allows your CRM to take actions and prioritize them for you.

CRM driven business

What if your sales reps would receive a heads-up when the time is right to call a client and close a deal? Or what if your service manager would be able to see which field operator is fit for a specific intervention, how long it would take and when it would ideally start?

Well, wouldn’t that be something.

3% of all large American corporations take it to the next level. They choose to automate all the proposed actions made by their CRM Intelligence. Their CRM is equipped to send emails, schedule appointments and dispatch service and support, completely autonomously, without any human interference.

Let your client do the work

Modern day CRM also allows you to give your clients direct access to a portal where they can see the same information you share with your sales and support teams. They can adapt their service and contact preferences, follow-up on delivery or issue handling statuses and gain access to your knowledge base for more complex trouble-shooting issues.

However, and here’s the catch, implementing such a CRM remains difficult for a lot of companies. So, let’s do something about that, by sharing our most valuable insight for you to profit from.

First step: read this paragraph

The most important lesson we’ve learned, is that the most efficient CRM is built from the sky down. Start by focusing on the output, and everything else will follow.

The output? Well, that’s the screens, the reports, the decision support every user wants to generate through the CRM. By mapping this, function by function, situation by situation, you can pinpoint the exact specs you need. Trust us, you’ll get a completely different perspective on things than when you would simply make a list of required functionalities beforehand.

So, what’s your story?

Here’s what you do. Tell a coherent story, following a day in the life of your sales rep, sales manager, commercial controller, service employee or director. Map which information needs to be available or registered at a specific time, in what conditions and on which device you’ll be using it.

Start by looking at the executive level and work your way up to the top. Make reporting your framework for commercial management. It’s the only way to materialize a CRM that fits your needs and meets your expectations. It will increase your efficiency and client-centricity.

Heart and soul

Bear in mind: your CRM will only work optimally if you already did your homework on commercial strategy, customer interaction, commercial processes, commercial management and control. Your CRM will be based on these aspects and when they are not thoroughly provided, it will not work.

See where we’re going with this? In short, your CRM never stands alone. It’s the heart and soul of your futureproof sales and client strategy – today and tomorrow.

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



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