CRM needs to know its place
My first introduction to CRM was Sales Force and the idea for it was a sound one. I was leading a team of consultants that were all working with a portfolio of clients on a retainer basis. So it was important that we knew how many hours that we worked on their behalf so that we were not over or under servicing them.
You’ll never get the ROI out of your CRM investment, if you only ever see it as a central database for customer data.
We also needed to know what redundant time there was in the team for taking on more work and what sales opportunities there might be out there.
I hated CRM…with a passion!!
However, I hardly used Sale Force CRM as it just added to my work load. It was my job to enforce the use of the SF CRM on my team and I saw first hand how much of a pain this needless intervention was. It stopped us from doing our work which was consulting and selling our services.
So it’s a funny turn of events that all these years later, I now own a CRM of my own.
Does that mean the above inherent problem has been resolved?
At Tall Emu we are always looking ways of capturing the activity of a company’s staff without the need for them to do extra data entry.
The goal of Tall Emu is to develop a CRM / ERP that works for you and is an aide to the work you do and does not turn you into a slave for it.
Tall Emu CRM can collect data automatically from lots of different sources and data that tells us a story about what is going on in a business.
We also want the CRM to be illuminating, proactive and a worker in the business. It needs to keep people on its toes, like sending reminders to customers to pay, Sales people to call a lead and to automatically send marketing material to potential customers without being asked.
Dream Big and be Smart
If you have CRM or thinking about getting one or just want to work smarter, then think about what would be helpful to each team, business unit or individual staff members in being better more productive in their work. If you just can’t think of what’s possible then that’s when you need to get a third party to look at how you currently work and create CRM strategies and an implementation plan.
Buying CRM just to be the central hub for data, is missing the point. You’ll never get the ROI out of your CRM investment, if you only ever see it as a central database for customer data.
Success in 2016 with CRM is understanding that the implementation of CRM is more important than the CRM you select and YOU need to ask yourself “how can we work SMARTER not harder”.
Do I still hate CRM? Not anymore because my expectations for it are different from what I was told to expect from it. So I am excited about where CRM is going and if you’re not then you might be in need of a conversation with a CRM implementer that gets its.