CRM stands for Customer Relationship Management.

The credit card you use for customer entertaining cannot be considered a CRM tool.

There are a myriad of CRM software companies out there; SalesForce, Infusionsoft, Snapforce, SageCRM and Bullhorn are some of the most popular. Some are web based and other are “in-house” managed. The CRM solutions all vary in complexity, some are even designed for specific industry types.

CRM technology gives us the tools to fully integrate every business function with selling functions such as customer service, logistics, marketing and finance as a short list. The complexity comes into play as we expand the list of integrated functions. Sales processes will help define the functional configuration of the CRM solution;  today’s incarnation of the 20^th Century ERP. 

Primarily the CRM solution consolidates all the customer information into one bucket that enable users to quickly and efficiently manage their customer relationships. The way in which  customers run their businesses has a direct impact on, and frequently determines the level of complexity needed for the CRM tool to be successfully implemented. The size of the company plays a role, but it is not the main driver.

The greatest challenge for any company embarking on a CRM implementation or refresh is selecting the right software, integrating it into the correct processes, and changing the culture of ALL the users. There are several very good companies like Convoko in Atlanta that can work with companies to assess the exact needs and help manage what is most important…ensuring the system is installed and implemented correctly including rigorous training for all the users. One of the most important identifiers of a successful CRM solution implementation is buy in is from the top down…it is a culture change event.  A Managing Partner at Convoko, Nelson Santini, states that the CRM tool needs to be a friend not a foe”. He goes on to say that “integrating the right processes is as important as making sure that there is buy in at all levels and that adoption is supported by driving a new culture through the entire company”. If the upfront work is done with great diligence then the odds for success become more favorable.

In my two previous articles in GEORGIACEO I talked about the importance of knowing what your customer thinks about your company (What do your customers think? and Do you have the right customer) are some important topics to understand before you move down the CRM path. First determine who the customers you can profitably serve are and how they think about your company…do they see your company as a valuable contributor to their success. Once they questions are answered you can proceed on the CRM journey.

Good Luck on you journey!

Reach out to: EdFarley@edfarleyassociates

www.edfarleyassociates.com

About Ed Farley

Ed Farley is an innovative leader with over 40 years’ experience as a turn-around agent with Fortune 500 companies, primarily in the manufacturing and distribution industries. As founder and managing partner of Ed Farley and Associates, Ed creates targeted solutions for organizations experiencing critical transitions. Farley’s approach is to analyze the front end of a company in order to create an action plan that will increase revenue quickly and efficiently. Farley developed Market Check Analysis, EFA Market Check Plan and EFA market Check Dashboard as the critical tools providing original solutions for corporate change.