They say you learn from your mistakes, but in the current economic and virtual climate we live in, a single mistake can lead to a company’s ultimate demise!
An ironic and little known fact is that as a CRM provider, we have made the very mistake we begged our clients to avoid – namely, diversifying too quickly without a unified sales approach. However, here we are, so we’ve obviously done something right. And that’s to realize our mistake early on in the game, and take active steps to rectify it.
The very first step was to recognize that without the CRM technology to support and enforce processes, our sales methodology would fail to take root in our sales force’s daily tasks. A good CRM is pivotal in leading the way, and every organization that uses a sales team or that promotes internal communication, will understand the importance of having one set in place.
I believe the numero uno point in favor for a CRM system, is that it can very efficiently, and cost consciously keep the numbers down, while helping push sales up, through effective communication and flexible sales processes – think cross-selling, up selling, and competitive positioning tactics.
How does CRM work in a web setting? Having worked with a multitude of CRM systems, I can safely say, because it addresses two areas – the customer and the company.
In an otherwise anonymous world, it places its main focus on the person who matters the most, the customer. The ability to provide excellent customer service and to proactively and reactively ‘get it’, is what will draw the customer back, again and again, to a business.
Within a company, it will help you track opportunities, eliminate duplication of efforts, foster a common goal and language, and support sales, all while reducing the time each individual invests into a single prospect.
Here’s what you can expect if you’ve integrated your web 2.0 tools with CRM:
• It keeps your customers informed and involved with your company and brand
• It allows prospects to interact and be part of the discussion
• It provides you with an excellent data source for marketing, sales, and service
• It provides usable data for customer segmentation
• It gives you even more channels to educate your prospects and customers
Why? Because every interaction, every word is stored in the contacts profile right in your CRM system. So, before you go full tilt with web 2.0, be sure your organization has the foundation in place to capture and act on all of the information your website offers.
