making client relationship management systems valuable
THE CRM PROBLEM TO BE SOLVED
It is astounding the amount of time and money organisations spend on tracking historical information compared to what they will spend on managing their future opportunities, relationships and pipeline.
While a Client Relationship Management (CRM) system can be an extremely valuable tool for any organisation, the reality is that most organisations do not have one and those that do fail to drive engagement with it from their staff. This means their CRM is typically ineffective and information is incomplete or redundant.
For those not getting value from their CRM, reasons may include:
• Training cost + time is prohibitive
• The CRM system does not integrate with other key systems
• It takes significant time + resources to customise the system to what is required
• Lack of engagement by staff
Organisations must now manage significantly more client information and are expected to be highly efficient in their use of it. Unfortunately, for those organisations who do have a CRM, the focus moves to the process of inputting data (and limiting the number of users who can access it), rather than focusing on how that data will be used. This has resulted in the creation of a data entry strategy rather than an outcomes and results strategy.
Without integration with other areas of business, the CRM simply becomes a silo of information.
MAKING YOUR CRM A VALUABLE SOLUTION
An effective CRM should not just be a database of clients/customers and their contact information – it should form the centre of your business. The emphasis should not just be on how your client information is stored, but on the strategy behind how the information is used and how it can be integrated across all areas of your organisation.
When your CRM becomes the hub, it enables a multitude of other functions to connect and leverage the power of the CRM hub.
Connected functions could include:
• Manage client, supplier + staff information in a single location: Avoids multiple systems + duplication of information
• Create links between contacts: Ensures the most up-to-date + relevant information is always accessible by your whole team
• Manage projects + tasks: Automates reminders for projects and tasks, manages timelines + provides real-time reports
• Efficient capture of organisation/client interaction to create a client history: Improves service levels + the overall client experience
• Automatic creation of audit trails of staff activity: Allows for visibility + accountability while driving performance
• Track sales from prospect to result: Opportunities are automatically created + assigned
• Set staff permissions: Ensures the right people have access to the right information
• Cloud-based solution: All information + reports can be accessed and updated from any location at any time
• Central hub for other functional or customised modules (marketing, events, documents, digital forms, process automation) drive transparency + efficiency
For more information on how to implement a CRM strategy that sits at the centre of your information platform and business systems, visit home.mypcorp.com or contact MYP.
about the author
STEVEN EAGER | MANAGING DIRECTOR, MYP CORPORATION
Steven is the Managing Director at MYP. He has had numerous CEO roles in large professional services businesses and advised hundreds of businesses. He is passionate about ensuring businesses (and organisations of all types) have the systems and infrastructure to be exceptional.
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