How are the next
generation CRM different from the present ones?
The
law of demand and supply governs the challenges we face in the market. The
internet opens opportunities for multiple products for the customers to choose
from. This creates a very special and specific Customer Relationship Management
(CRM) need for every company.
Need: To ensure that we track
every lead and convert most into opportunities.
What are the challenges in
doing this?
The
challenge is in putting CRM software in place that will help you track and
analyze your opportunities better.
The
key findings from our experience with multiple implementations are that
activity tracking in CRM is as important as opportunity tracking.
Also
monitoring the pulse of the sales person through the system is very helpful.
To
do this, we need to move from a traditional pipeline based CRM to task based
CRM. The benefits of doing this would be as follows.
1. Assign tasks in a system
to colleagues, peers and managers.
2. Track and manage timely
communication through alerts
3. Ensure that routine follow
up activities are automated.
One
important aspect to note here is that a good CRM implementation requires
through preparation.
It
may be a good idea to hire a experienced sales person and draw a structure to
this need.
My
next article will cover the features to be understood and implemented.