According to industry analysts, managers must actively
partner with employees throughout the implementation process in
order to reach the potential of today's CRM software. Five
specific steps make the biggest impact on CRM success, while
improving the overall customer service experience:
Use CRM to Clarify and Communicate Business Goals? In businesses
with high CRM implementation failure rates, managers tend to
hurl a CRM software package at employees without addressing a
company's underlying issues. Simply requiring employees to use
new tools "because that's the way we want it done" leads to
disillusionment. In companies like these, employees often find
ways to work around CRM solutions to get their jobs done.
According to successful managers, companies can use the process
of installing new CRM software as an opportunity to reset
corporate culture. Creating the opportunity to evolve into a new
way of doing business creates expectations that can be tracked
more thoroughly with CRM tools. When managers blend a commitment
to serving customers with the tools necessary to deliver on
company promises, employees readily adopt new systems.
Integrate CRM Tools into Communication Systems? Using CRM in a
customer service environment can make a major impact on employee
performance, as long as the new software integrates with phones,
e-mail, and other essential communications tools. For example,
plugging CRM software into an agent's caller ID system can build
rapport with customers while eliminating some mundane tasks from
employee routines.
However, not every CRM application works well with every
business phone system on the market. Managers must be careful
not to mix a small business CRM application with an enterprise
level communications platform. Soliciting advice from a trusted
solutions advisor, like the nationwide network of dealers
represented by VendorGuru, can lead to the right blend of CRM
software and telephone tools. Acting on expert opinion sends a
message to employees that managers make decisions in the best
interests of both employees and customers.
Offer Routine Training on CRM Software? Even highly intuitive
CRM software poses challenges to employees at all skill levels.
Delivering the right kind of training programs can mean the
difference between a very successful CRM implementation and an
underutilized resource sitting on employees' desktops. Effective
CRM software training accounts for the different ways in which
employees tend to learn. Some employees prefer to get hands-on
with their new tools, while others prefer to watch instructors
walk through typical scenarios. Scheduling ongoing training can
address the concerns of existing employees over time, while
accommodating the needs of new hires.
Leverage Hosted CRM Tools for Improved Work/Life Fit? Many
hosted CRM solutions allow employees to connect from any
broadband Internet connection. When paired with the
telecommuting features of today's powerful business phone
systems, employers can offer team members the ability to work
from home without compromising access to customers or their
data. Experts, like the nationwide network of telephone dealers
at VendorGuru, can help managers connect the dots between hosted
CRM solutions, company phone systems, and employees' home office
technology.
Benchmark CRM Success? In many companies, managers focus on the
challenges of CRM implementation only to stop talking about
their new tools after installation is complete. A lack of
communication about CRM from managers tends to divert employees'
attention to other topics. Instead, business consultants
recommend building regular benchmarks for CRM success into each
fiscal year. Reporting on those benchmarks and setting periodic
goals can assure employees that customer relationships and CRM
software still matter to an organization.
Five Steps Speed CRM Implementation Everywhere? Following all
five of these steps can help companies of all sizes, regardless
of whether the implementation project involves a small business
CRM tool for a five-person workgroup or a hosted CRM platform
for a 5,000-employee enterprise. When managers put customers and
employees at the core of a CRM software program, they can expect
the kind of support that leads to successful implementation.
Source: Joe Taylor, Jr.
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