Each of them ‘got’ the value of CRM for the profitability and growth of their organization. However, it was good to learn that they also viewed CRM as a tool to strengthen everyone’s relationship with clients. They saw CRM as a platform to help guide new and existing users in their behaviors while getting everyone in marketing, sales and service on the same page.
Their high level of interest in reporting was not due to a desire to track their employees’ activities like “big brother”, but rather to monitor and improve processes. They were in search of accurate measurements to tell them how effective their processes are performing. For instance, these three prospects were looking to answer questions like:
- How long does it take for a lead to move through each selling stage?
- Who touches that lead?
- Or how responsive are they to customer requests?
What customers want from us is not just CRM configuration and support, but insight. They don’t want us to only react to their requests but rather lead their thinking about what they should be considering. They have recognized that they don’t know what they don’t know. We are there to know their business needs in order to provide them guidance. Our strategic insight should be leveraged to provide them a competitive advantage.
And this is the role I enjoy the most.
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