I have been a Customer Success Manager for over four years, and my Customer Relationship Management software has always been essential to my personal as well as my customer’s success!
The more information I capture in my CRM about my customers, the better I’m able to service them in the future. I make sure to log all of my customer interactions immediately after they occur to ensure I don’t forget anything and so I can keep track of exactly what’s going on with my customers here at sales-i.
It’s important to me that I reach my customers at the right time, with the right information, and my CRM information allows me to do just that!
My motto is always- if it’s not in the CRM it didn’t happen!
1. Your relationships are going to disappear
One of the greatest things about having a long term outside sales team is the relationships they have built over many years with your clients. Your sales guy, let’s call him Joe, can walk into a shop and talk with a customer, let’s call him Bob, about his family, his favorite teams, anything else they’ve been chatting about for the past 30 years. While this is a blessing now, this is going to become your biggest problem when Joe decides to retire—and take all this valuable information with him! Not only will the relationship be lost to the business as it remains only inside Joe’s head and personal notepad, but your new rep will also be faced with learning about all his accounts’ sales data from disjointed reports and paper copies of the various sales records you keep!
Customer Relationship Management (CRM) systems are designed to be a central location for all details that are useful to deliver outstanding, personalized service. From regular orders to best times to call a contact, this should be your one-stop-shop for customer information used and updated by everyone in your company.
2. You’re missing out on valuable qualitative information – that you can analyze!
By having all of that lovely data in one place, in one format and, crucially, up-to-date, you have an amazing opportunity to crunch the data to shape your and your company’s actions. By identifying a challenge or opportunity for your business, you can create specific action plans and track your success easily.
Here are a few examples of this in action:
Challenge/Opportunity: Use your CRM data to find out which customers are also working with your competitors.
Action: You can then export a list of those accounts and establish a game plan to win their business back.
Challenge/Opportunity: When was the last time your customer had a quarterly business review with their sales rep and what action points were made?
Action: Task your sales reps to schedule a regular catch-up with their clients but ensure that the meeting has clear action points. Actions should relate to previous issues or product interests logged, the upcoming item offers or new ordering patterns (that will benefit the customer) based on their previous buying patterns when compared to their industry.
These are just a couple of ways you can use your CRM data to identify specific ways to increase sales and your customer satisfaction rating. With good CRM data, you can better serve your customers by customizing your communication, targeting them with the right offers at the right time, and ultimately serve them better, helping them to become a loyal customer.
3. Your competitors are already doing it
Customer Relationship Management tools have been around for some time, and businesses that have been quick to recognize the power of CRM could be stealing your customers if you fail to respond. While it can be a cumbersome process to get all your data in one place, it’s more important than ever to be able to access details of everything going on with your customers so you can better serve them and stay ahead of your competitors.
Plus, being able to access this data on your mobile devices while in the field provides your team with the information they need to best serve their customers. What this means, in reality, is never having to promise to call back with the figures or rely on your busy office staff to pull a report together. The information is immediate, leaving no downtime for loss of purchase interest or opportunity for a competitor to swoop in.
Not sure where to start?
Looking for a CRM can be overwhelming as there are many options out there. Make sure you are looking for one that specifically fits your needs. If you’re a high product volume sales organization, getting a full sales enablement tool like sales-i will make sure you have a place to store all of your relationship information, as well as give your sales team the appropriate sales information at their fingertips. Explore the all-star sales enablement tool here.
HOW WE WORK AT SALES-I
Kelly Wheeler, Senior Customer Success Manager.
As you can see from this list, CRM utilization is more important than ever. But, it can sometimes be a complex process to implement. Choosing a CRM is just the first step in a long process that can help you to evolve your business. Well, as long as pick the right platform and use it to it’s fullest extent! As a CSM at sales-i, I help my clients to effectively roll out their platform to their internal teams, consult with them on the kinds of information they would want to capture in their CRM, and help them to analyze this information to gain actionable insights. As your CSM, my job is to make sure your CRM works for you!
Book your demo today to see how sales-i can help your team achieve its potential.