- Increased salespeople’s productivity
- Improvement in customer service quality
- Tighter integration of sales and marketing
- Better quality information for management
All these objectives sound great, but how are they achieved?
Sales Productivity – It is common place for sales professionals to be targeted for tools that will make them more productive, however, most CRM implementations are driven by management and technologists, not the users. Due to this, the phrase “Our CRM sucks” develops. Salespeople must be involved in the process to ensure their acceptance and understanding of the system.
Customer Service Quality – The potential for increased customer service quality is definitely there, but to make that dream a reality service reps and sales reps have to communicate. Service reps must enter the information needed by sales reps. Sales reps must be alerted to open issues with key customers and take a proactive approach in communicating with the key customer. Sales reps must not monopolize the relationship with the customer, as it makes it difficult to get a clear view on product and service quality, and there must be a team effort in place to retain good customers.
Sales and Marketing Integration – Sales and marketing professionals typically have different backgrounds, experience, objectives, and personalities, so to assume that there will be a seamless integration with the addition of CRM software is nonsense. All hope is not lost though; Dynamics CRM can open the lines of communication between these two groups if the following questions are addressed and answered:
- Are sales reps or distributors following up on the leads provided?
- Are the leads worthy of a sales rep’s time?
- Are the measurements in place so everyone knows the lead-to-quote conversion ratio?
- What is the win/loss ratio by lead source?
Better Quality Management Information – Sales, service and marketing each play a role in the quality of information your Dynamics CRM system contains. But that data must be turned into knowledge for each group to use it to making better decisions; regarding who they target, and who the call or who they visit while out meeting with a customer.
CRM is Like ERP, Lessons Learned Can Be Applied - Dynamics CRM Software implementation is following the same path that ERP software did just ten to fifteen years ago; high failure rates and thousands of dollars spent in cost overruns. Overtime, ERP implementations paid off and effort was made to listen to the issues from users; and now ERP is an indispensable tool. In fact, without it most organizations would cease to operate.
The biggest thing organizations did to make ERP successful was to align the people element to the process for a successful implementation. Users are the key to understanding how to best break down the division of labor required to accomplish a process. Then and only then can software be applied accurately to serve the now well-understood processes.
If you are interested in learning more about how to better use or implement Dynamics CRM solutions, take a five-minute assessment and receive feedback via email on where improvement is appropriate.