Customer Relationship Management (CRM) for Today

Customer Relationship Management (CRM) for Today

Customer Relationship Management (CRM) for Today

As with many things, the digital world has reshaped how we communicate with our customers, manage relationships, and do business. In fact, digital sales and connections are so important that many companies are employing outside customer relationship management (CRM) platforms and tools to ensure they are reaching and managing customers at the highest level of engagement. While doing this can provide a way to expand a company’s network, it often feels overwhelming to onboard a new CRM platform to associates across the company. 

Very few were able to predict the trend this era desires for personal connection. As this world grows more internet-bent, so does the need for more personalized approaches. Customers want to be both engaged and entertained, and the companies that have mastered the art of captivating their customers' attention are the ones that have been found successful in the long run. 

We are all still learning how to evolve with digital customer demands and find the balance between real-life human salespeople and digital tools. While many believe in one over the other, we believe that finding the right balance of the two for your specific company is the best way to foster relationships because of the quality assistance CRM tools provide in elevating relationships. 

Unfortunately, many sales or customer representatives find a roadblock with CRM tools. They've been found inefficient or difficult to use, while others struggle through learning and using a more archaic method – which is really no method at all. Those wanting to invest in a new CRM tool feel overwhelmed at the sheer number of tools available, and aren't sure where to start. As a result, we have consolidated three tips to help clients gain success as they navigate new CRM tools. 

Understand your problem 

Understanding the issues or roadblocks at hand not only helps you, but also helps the team responsible for finding the right CRM tool for your company. This helps the team understand the priorities in place to begin their search. Begin by gathering all key stakeholders in various departments within your organization. Marketing, sales, accounting, legal, customer service – they all have an idea of how their department would benefit from a platform, and what they want from it. Find out your organization's overall wish list, the nonnegotiable items, and just plain wants, and then narrow it down and communicate that to your search team.

Pick a platform you will use

Every CRM platform is different. Their functions and benefits differ on numerous levels, but only one will be the best fit for your company. Fight the temptation to make a selection based on price, flashiness, or even capabilities. Choose the platform you know without a shadow of a doubt that your company will use. Remember the problem you're looking to solve, and choose an option you have confidence will alleviate that issue for your company. 

Engage your super users

Have your super users of the system be part of the selection process. If you get them on board early in the process they will become champion for the product and help internally sell it. This will help obtain higher adoption rates earlier on in the implementation process. They will also pick apart the system and help you find what will really work for the company and the end users so you don’t end up with a product that has more than you need in features or not enough.

We are consistently navigating our way through the ever-changing world that is digital: social media, personal devices, and the newest apps. Sales tools should be no different. Taking the necessary time to shop for the best tool for your company is crucial. And remember: just because a tool works great for one company, doesn't mean it will for you. Choose wisely.