is for the Whole Organization
Relationship Management (CRM) began in the hands of salespeople as
simple standalone contact management software packages. Then CRM
progressed to permit centralizing prospect and customer information in a
database. With further
automation of the routine sales tasks, most businesses found they were
able to keep their salespeople in front of their customers more and
obtain even better visibility to management.
is about both software and strategy. A CRM strategy defines the
process of interacting with your customers or clients in efforts to
maximize the relationship for profitability.
A CRM system consists of a centralized database as a means to
capture valuable prospect and customer information that can be shared
across an organization so as to allow
it to develop customer-based strategies and make agile decisions. Relationships
are based on interaction and activities. Interactions can range
from phone calls and appointments to emails and paper correspondence.
CRM systems allow you to track these interactions, permitting a more
complete picture of your business relationship with the contact and
has expanded and now virtually every functional area in a
customer-centric company can benefit from access and usage of a CRM
system. Here are some examples of how various functional areas can
the costs of marketing rising, most businesses scrutinize every dollar
spent to generate business. Gone are the days of mass mailing or
faxing to large lists of contacts. Targeted, specific marketing is
essential to maximizing your Return On Investment (ROI). Marketing
should have the ability to import a highly specific purchased mailing
list, or import an electronic lead file from a trade show and follow-up
with a direct mail piece in a few simple clicks or commands.
simple tasks of easily writing letters, to sending emails, and
delivering proposals, a good system maintains each customer contact and
communication to provide a concise history, allowing fewer salespeople
to service more prospects or customers. Correspondence
generated by salespeople and others should be linked
electronically to the contact or organization for retrieval upon
invested in marketing and earned customers or clients through your sales
process – now the job is to keep them happy. All customer
inquiries should be logged and handled efficiently. Key clients or
customers should be flagged for preferential treatment and issues should
be able to be escalated as appropriate.
you really want to send the nasty collection letter to a customer with a
large sale pending and several long standing unresolved customer support
issues? CRM provides this
drive the revenue stream so managing the sales process effectively is
usually a critical success factor for a company.
Managers need to evaluate and calculate Lead Generation, Lead
Nurturing and Close Ratios. They
need visibility into your
salespersons’ schedules and opportunities to be able to “coach”
their salespeople. They
need to have awareness of the pipeline and the demands it may impose.
They need to ensure that sales people are using the prescribed
sales process to optimize productivity.
importantly, management often gets involved with problem accounts or
prospects with large potential. A
well designed CRM system stores the big picture so that a manager can
quickly get up-to-speed before making a decision and taking action.