Professionals working in a sales enterprise often raise this question – which CRM should be implemented for attaining the best results. From this frequently asked question, I concluded that companies over think about the role and functions of CRM software. In fact, CRM software is expected to maintain a close track of all the interactions with the existing and prospective clients for the complete firm.
Currently, the market is flooded by innumerable CRMs. Each and every developer has been consistently adding new features and enhancements with the aim to extend the feature matrix. In fact, it won’t be incorrect to state that the feature matrix is witnessing rapid growth for all CRM vendors. After reviewing the suitable tools in the market, it is essential to choose such as tool that is -
Used by everyone in an enterprise
This may sound illogical but the most sophisticated tools are completely useless if the team do not use it and also spends time extravagantly for feeding data in the tool that the focus on client facing initiatives gets hampered.
Is it possible to avoid CRM failure
There are few common traps that push for CRM failure and it should be known by everyone. Usually, when a CRM is being implemented, every team pitches in with what client data they want the system should monitor. The marketing firm usually wants to track the lead sources, structure of a firm, details of peers along with other valuable data. Meanwhile, accounting and legal teams have their own set of requirements.
Every enterprise wants the sales team to push revenue growth instead of performing data entry. So, it is not advisable that the sales personnel play the role of data or information collector as most of them are not skilled in data entry and collection.
How to attain successful CRM
Experts are of the opinion that irrespective of the choice of a CRM, it is essential to follow the below mentioned pointers to attain success quickly and hassle free.
- Maintaining institutional knowledge
An important aspect of an effective CRM is to have complete data repository about the firm’s opportunities and clients both. This has emerged as one of the most neglected aspects of a good CRM. Making use of a spreadsheet is not of much help. A disgruntled may delete any file; hence it is essential to opt for investing in such a platform that offers provision for role-based security.
- Easy and quick coordination across teams
It has more to it apart from sales and sales personnel. It is essential to make sure that the complete firm is making use of the platform to document the client interactions. It is essential that sales personnel need the discipline to check the system before getting in touch with clients.
- Stronger email integration
Most of the communication happens via email. So, never make your team make quick progressions to capture email conversations in the CRM. If your email does not offer seamless integration, then it is time for change. After typing the name of the customer or potential client’s name, the tool should be able to link that email to the records available in CRM.
- Offering mobile support
Need of mobile support is emerging as the most sought after by most enterprises these days. If your team is not able to access what they require from their tablets and smartphones, then the choice of investment is not up to the mark. When the client call while you are progressing on road, it is essential to access it easily.
- Efficient follow up and automation facilities
One of the most important features of a CRM is its capability to let the sales rep do their follow up with the opportunities at the most appropriate time. These days most of the CRMs come with the facility of easy integration with the email platforms.
So do you have all the necessary things?
It is essential to maintain the focus on elements to find out which opportunities are real. The tracking should focus on the problem which is being solved, what is the urgency for solving it and is it possible to judge the success of solution. When information related to it is available, success can be attained at the earliest.
It is essential to know if the system which is being implemented enjoys the ability to capture the much needed details, offers provision for efficient follow up and at the end will the team use it.
It is believed that one of the best CRM implementation is the one which the complete firm will use it.
The article is also available at http://www.basearticles.com/Article/40209/How-a-sales-organization-can-select-the-most-appropriate-CRM.html
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