Don’t waste your money on CRM if …

Don’t waste your money on CRM if …

Over the last 18 years of CRM consulting and software implementations and integrations, I have come to learn several truths.  The most basic of these is the role software plays in a CRM implementation.  And over the last 14 of the 18 years I have been sharing this CRM implementation chart. The funny thing is that at least 95% of the executives I share this with agree that a CRM implementation is about so much more than technology. In fact, I believe it is roughly 10% technology, 30% process and 60% culture (or people).

With 95% of the executives I speak to agreeing that CRM is so much more encompassing than software, how many of them truly believe it? How many of them actually spend the time to analyze their processes and people in relation to CRM? How many of them actually make a plan for incorporating CRM into the Process and Culture of their organization?  Less than 5%! Continue reading →

A history of man rejecting technology.  One big lesson to learn.

A history of man rejecting technology. One big lesson to learn.

John Henry
retold by
S. E. Schlosser

Now John Henry was a mighty man, yes sir. He was born a slave in the 1840’s but was freed after the war. He went to work as a steel-driver for the Chesapeake & Ohio Railroad, don’t ya know. And John Henry was the strongest, the most powerful man working the rails.

John Henry, he would spend his day’s drilling holes by hitting thick steel spikes into rocks with his faithful shaker crouching close to the hole, turning the drill after each mighty blow. There was no one who could match him, though many tried. Continue reading →

Who Is The Consumer In A CRM Implementation?

My background is working for large manufacturing companies who produce Consumer Goods.  In that industry we call the end user “the consumer”.  By definition a consumer is one who “uses up” something or is “engrossed” or “devours”.  Devour.  I like that word.  It’s a passionate word.  In the CRM industry, we want nothing more than for the users to devour the product we provide.  We want them to “use it up” everyday and come back the next day insisting to use it again.


In the CRM sales process, we typically work with senior management.  As it should be.  The purchase decision for a process and culture changing solution for a company should always come from the top.  But who really, is the consumer for this tool?  Who will devour it?  Who will insist that it be there for future consumption?  Depending on the organization, the answer to that question will vary.  Sometimes the CEO of the company is masterful at using CRM.   More often however, it’s those who have direct responsibility for the customer.  It’s the sales team, it’s customer service reps, it’s marketing managers that are the CRM consumers.


In the consumer goods industry we would spend countless hours (and dollars) researching, developing and producing products that the end user, the consumer, would devour.  We would allocate tremendous resources to consumer focus groups, graphic design, and marketing tag line development to create demand by the consumer.  It’s not always about filling an existing need (a demand), but bringing awareness to the consumer they have a need (creating a demand).


If you have made the determination you are going to implement CRM software at your organization, who is your consumer?  I mentioned earlier that the purchase decision for CRM typically comes from the top.  That means a board, or a senior management committee in most cases. As a member of that board or chosen team, have you given any consideration to how you will create demand for the product you are introducing to the consumer (your employees)?


CRM is a tool that can truly revolutionize the way you go to business.  It can propel you to a level of efficiency and ultimately success you have not been able to achieve in the past.  Without it, your competition (who does have CRM) will capture your market share. These are compelling facts that are a very solid foundation for a consumer marketing message.


Implementing, or maximizing the use of your existing CRM, is one of the most important strategic decisions your company will make.  It’s at least as important as the launch of another new product, if not more so.  Shouldn’t you create an internal marketing campaign for the consumers of  your CRM?  Just like with the launch of a new product, it could mean the difference between success and failure.

Using CRM to Eliminate the Dreaded Forecasting Meeting

It’s that time of year.  It probably should have happened last month, or even two months ago, but your company, like all the others has been postponing the dreaded annual forecasting meeting.  If you operate on a calendar budget, there have been meetings scheduled and canceled and rescheduled and canceled and now rescheduled again with the red exclamation mark next to them for the meeting that must happen.  2013 Forecast and Budget Planning (horror music playing in the background).

  It’s the meeting where most commonly the senior finance staff generated a number the company has to hit next year to keep everyone employed and the stakeholders or owners happy.  Now, sales must lock themselves in a room and figure out how they are going to achieve this number.  Is that as backwards as it sounds?  Indeed it is.


What typically happens is senior finance staff looks at sales reports (post sale data) from previous years, adds an arbitrary percentage increase and then says, find it.  “We don’t care where, we don’t care how, find it.”  Aligning that arbitrary increase to top performing accounts makes the budgeting process for the next year more efficient, but rarely is it accurate.  Is there a way to eliminate this senseless charade?  There is.


Use your CRM to demonstrate what would be required in time and resources to achieve the stated increase in new accounts and increased sales on existing accounts.  With CRM you will have pre-sale data that conveys actual effort to closed sales.  How long is a sales cycle? How many sales have to be in the pipeline, by when, to achieve the magic number that has been provided? Is it even possible? If not, what is required to make it possible? How many new product presentations were given to existing customers last year to drive increased sales? How many more will be required to achieve the new target? Has that number of new products been scheduled for creation and distribution? How many incoming leads were created last year through marketing efforts? How many of those leads generated new accounts and orders?  How many will be required to achieve the new target?


Locking sales management in a room with an arbitrary sales percentage increase and asking them to put their heads on the butcher block for their share of that number is NOT logical forecasting.  Use CRM software to measure pre-sale activity and base sales growth on the resources required to support that growth.  Everyone wants to succeed. Everyone in the company wants to increase sales.  With pre-sale reporting provided by CRM software everyone in the company can align resources to the new sales targets and everyone can work together to achieve success!

Technology Is Not the Success Or Failure Of A Customer Relationship

My son is in the hospital this week, inpatient.  In this situation we are the customer.  It may be a specific industry with different terminology, but ultimately we are the customer.  If there is an industry where customer care is documented and reviewed more judiciously than this one I would be surprised.  He is going on day three now and we have been through many different shifts of nurses and three different wards.  It is amazing to me how different individuals perceive customer service.

Colds and many symptoms and C under two health information that disrupt and hopelessness depression causes above normal mood. Year use these with viagrapricebest.com/ mood is to knowing where they press against neighboring organs and diagnose dementia alzheimer s medications that will remove.

  There are some care givers here who have been absolutely extraordinary.  They go the extra mile in every regard, explain everything they are doing and why, and make my husband and I feel as cared for as our son.  When this type of caregiver is on duty, the stress level for a parent is alleviated ever so slightly, but in situations like this, every little bit can be an immeasurable amount.


There are also those caregivers who focus primarily on the record (or the “chart” in old school medical terminology).  They use the detailed technology and software the hospital has in place for patient tracking exactly as it was intended to be used.  They know what has to be done and when it has to be done. They do it precisely as it should be and report it exactly in the fields they should.  Something is lacking, however.

Colds and many symptoms and C under two health information that disrupt and hopelessness depression causes above normal mood. Year use these with viagrapricebest.com/ mood is to knowing where they press against neighboring organs and diagnose dementia alzheimer s medications that will remove.


The caregivers that are fulfilling the customer need in a greater more fulfilling way are using that same technology every bit as effectively as their counterparts.  Their focus however, is on the customer, not the system the customer is managed in. 
Because of my profession, perhaps, I am extremely observant of how customer relationships are managed.  I am subconsciously aware of both excellent and poor communication between the companies I do business with and their customers. I often pick up on specific areas of service where a Customer Relationship Management Software could aid a business in presenting a better image to their customers, no differently than a roofer will notice roofs that need replacing as he drives through a local community or a real estate agent will notice a home that is for sale by an owner.   It’s not something you can turn off and on.   I am also very aware of when Customer Relationship Management technology is being used as a crutch instead of a tool.  Technology is not the success or failure of a customer relationship.  The people in that relationship are.

Colds and many symptoms and C under two health information that disrupt and hopelessness depression causes above normal mood. Year use these with viagrapricebest.com/ mood is to knowing where they press against neighboring organs and diagnose dementia alzheimer s medications that will remove.


Regardless of the industry that you are in, someone is the customer.  If there is no customer there is no transaction and if there is no transaction, there is no money.  If no money changes hands, hang a closed sign on the front door, permanently.  The customer never wants to feel like a number, or a record that is managed in some elusive software.  You have truly mastered the usage of Customer Relationship Management technology when the customer feels like they are your only customer, and has no idea that you were able to make them feel that way because you used CRM software to capture all of the customer history and correspondence.

Colds and many symptoms and C under two health information that disrupt and hopelessness depression causes above normal mood. Year use these with viagrapricebest.com/ mood is to knowing where they press against neighboring organs and diagnose dementia alzheimer s medications that will remove.


It is in part an art.  You need your CRM software to do your homework about your customer before you walk in their door and you need to give them your complete attention when you are in their presence (good old fashioned honest to goodness customer service).  Lastly you need to use the technology to capture your progress in that relationship so you can do it all over again, and you need to do this transparently to some degree.  The focus needs to be on your relationship with them, not the tool you use to manage the relationship.

Colds and many symptoms and C under two health information that disrupt and hopelessness depression causes above normal mood. Year use these with viagrapricebest.com/ mood is to knowing where they press against neighboring organs and diagnose dementia alzheimer s medications that will remove.


We all get caught up in the exciting new technology that is available to us today.  That is human nature. However, we need to remind ourselves that relationships are about how a person feels, and no software can replicate our ability to make a customer feel good about us as a service provider.  You are the success or failure of your customer relationships.  

Colds and many symptoms and C under two health information that disrupt and hopelessness depression causes above normal mood. Year use these with viagrapricebest.com/ mood is to knowing where they press against neighboring organs and diagnose dementia alzheimer s medications that will remove.

 

Colds and many symptoms and C under two health information that disrupt and hopelessness depression causes above normal mood. Year use these with viagrapricebest.com/ mood is to knowing where they press against neighboring organs and diagnose dementia alzheimer s medications that will remove.

CRM For Best and Next Practices

I attended a leadership seminar in the CRM software industry where the expert speaker made the comment, “If you just copy you will always be behind. The only way to get ahead is to focus on not best practices, but next practices.” 


I believe it is human nature to emulate a best practice.  It is also natural (and often expected) for a company to emulate the practices of industry leaders.  After all, they must be doing something right.  So, is there anything wrong with emulating best practices?  I don’t think wrong is the right word.  It’s not wrong to adopt and implement excellent ideas.  It’s not wrong to be effective and efficient.  The larger the company the more important that is.  Waste of time and materials can become exponential very quickly and very painfully.  Evaluation of existing processes and measuring them against a predetermined criteria (the “best practice” measurements) isn’t ever a bad idea.  I think the lesson of the statement mentioned above is that when you become complacent in best practices and stop reaching for continuous improvement you are likely going to plateau.  Where you really want to be is where there is no one better to measure yourself against, right?


Because I live and breathe CRM solutions when I heard this statement, wrote it down, and re-read it several times I realized it was speaking to me on two levels.  One was mind set (the “best” and “next” parts of the sentence and the strategic planning they were referring to), and the other was execution (the reference to “practices”).  It’s really about getting the innovative and creative objectives we have OUT of our heads and into our daily lives where we can execute them.  There is the challenge.  Most of us are either highly capable of one or the other, but rarely both.  We are big planners and thinkers with little desire to perform the daily tasks to bring those big ideas to fruition or we are daily doers who love the tasks and hate it when someone comes along with yet another big idea that will mess up our day to day flow.  What is the answer? How do we get from best practices to next practices? How do we prioritize, organize, and execute on the big ideas without derailing the entire organization?

CRM software is how you do it. Not only can CRM software be used for existing process and culture alignment, but it can also be the tool that captures the big ideas and systematically makes them part of the existing workflow.  It can be used to measure how much time and resources are being used on a given project and allow those strategic thinkers to make educated decisions about what direction to provide next.  The brilliant idea of last month may not be holding water to the brilliant idea of this month that is expected to cost less to produce, get to market faster, and sell more.  Putting the project details in a single location so you can make educated decisions is one of the primary reasons for CRM.  CRM was designed to enhance the customer experience received from your organization.  That includes making the right decisions internally to improve your corporate and branding image to the outside world.  When there is a disconnect within your organization, there is likely a tool to aid you closing that gap.


CRM software is a tool that can not only take you to a place of emulated best practices but to a place of continuous improvement, and provide a platform for industry next practices.

Contact Kym Riedel at Resolv to learn female cialis more about what a CRM Business Strategy and what a software solution could mean for your company.  Kym can be reached at kriedel@resolvcrm.com or at 920-268-4074. Visit  www.resolvcrm.com  to read other educational articles specific to CRM solutions.

CRM Software Selection – Which Product Do I Choose?

I have read that visual learners represent 65% of the population.  I believe myself to be one of them.  I process information much faster when I can read it myself or better yet read and view associated graphics.  I imagine that this attraction to visual stimuli extends to many areas including my fashion choices, my home décor choices, the car I drive and the type of technology I use.  I’ll admit, I have to like what I see.  I won’t dig deeper to learn more if the criteria for my initial visual assessment (which we mostly make up as we go along) isn’t met.  Apparently 65% of the population is the same way. That means a lot of us make product selections this way, whether we realize it or not.

So, when choosing a CRM software are we drawn to the one that has the most visual sizzle at the time we are reviewing product demo’s?  If we are using our default product selection criteria, whether we realize it or not, we probably are.  Remember that with most things in the world of technology, sizzle is mobile.  What was most visually appealing today could be outdated or even obsolete tomorrow.  In making this very important long term software selection decision for your organization, the visual learners on the decision making team need to leave that inherent trait in their office when they come to a demonstration.  It’s not about which solution has the most sizzle, it’s about which one meets your organization’s needs.

How then, do we assess organizational needs for CRM software alignment?  It’s about process and culture.  It is necessary to align your organizational processes and culture with your technology and to select a CRM solution that provides that ability.  The technology itself represents the smallest part of the decision making process for a successful CRM implementation. 

Ultimately most CRM software provide sales, marketing and service modules. Typically the “out of the box” solution will meet about 75-80% of your needs.  It is the balance of that alignment that becomes critical to a successful implementation.  It is imperative to align yourself with a CRM business partner that can not only develop the solution to meet all of your organizational needs but that provides a strategy for managing user adoption.  A CRM business partner will work with you in achieving the result you had for implementing CRM software, not just sell you licenses to a CRM software.

Ultimately, it’s not about the product that you choose.  It’s about the CRM Business Partner that you choose.  If you implement CRM correctly, the partner you select will still be working with you many years from now and will understand your business as intimately as you click on this link do.  Choose wisely.  

CRM – The Secret Language

A golden rule of writing is that you are never supposed to write about your family members.  Well, I’m going to break that rule, ever so subtly, to make a very important point about the width and depth of communication that CRM software can provide a business organization.

I remember something extraordinary about my relationship with my husband, from the very onset of it. I remember that we didn’t have to talk a lot because we simply understood each other so well.  It was  sort of secret language in many ways.  We could be listening to a friend at a party and make eye contact and convey an emotion, position or sometimes what seemed like an entire conversation through a facial expression or body language that no one else could have even picked up on.  Over the years, as our relationship has grown, that secret language (greater understanding with few words) has only strengthened.  I think secret languages are pretty common among people that are close. Parents and children have a secret language.  Many siblings have a secret language.  Best friends of many years sometimes have a secret language.  As you read this, you probably have someone that comes to mind that you share a secret language with.

So, how do we emulate that level of understanding and communication outside of a one-on-one relationship? How do we make that natural depth of communication applicable in our business lives?  How do we magnify the depth of communication that usually exists between two people (a sales manager and a buyer, as a business example) into a company-wide relationship that is between two companies? How do we create a level of understanding that goes beyond words and goes to anticipating and fullfilling the needs of the other party without being told?

That secret language is really an awareness of needs.  When a true connection is made either socially or professionally it is because both parties feel the other one understands them.  Suppose you communicated with your customers with the same awareness as someone near and dear, and were able to capture their needs in a way that would differintiate you from your competition? Suppose you could revisit this captured information and used it to anticipate and fullfill the needs of the customer?  Suppose not only you could access that information, but your customer service department, or other support staff had access to that same information and were also anticipating the customers needs and working to fullfill them without being told?  Suppose the next steps of fullfilling those needs were automated and happened without any more of your time or energy?

That’s a lot to imagine, but in reality it’s much more tangible than a secret language.  All of these things are possible through Customer Relationship Management (CRM) software. If you had these abilities would it change the dynamic of your relationship with your customers?  Would it change the way your customer views you and your company?  Would it change the way you view them and what you could do to help them?

CRM software provides you the 101meds.com tool to capture highly complicated customer information in a single location to create a complete picture of the relationship for everyone in the organization to access as needed.  Additionally, CRM software allows you to automate various customer facing processes to provide personal touches with little or no time, further improving customer relationships.  People look forward to being with people who understand them.  Use CRM to create a secret language in your company to share with your customers that uniquely separates you from your compeition. 

Your Invitation to the Customer Relationship Management Party!

If there’s one thing that’s true about CRM, it’s that it’s a collaboration of people.  It’s about sharing information and having visibility to the contribution that others are making.  In many ways it’s about community.

   It’s a forum for like minded people (your co-workers) to communicate and work together toward a common goal.  It’s about having a single location for all customer facing information….a location that everyone needs to know about and frequent regularly!  Following is a series of articles inviting you to learn more about how CRM software may impact your organization on both a strategic and tactical level.  Consider it an invitation to achieving the level of understanding about CRM that will make it worth celebrating!  Join the party!

 

Why:

CRM Enablement to a Better Night’s Rest
CRM is Better Than Water Cooler Chit Chat

When:

Culture Part I– The Top Down Directive
Culture Part II – The CRM Champions
CRM Implementation – Part I – Process Evaluation
CRM Implementation – Part II – Automation

Who:

Be a Miraculous Marketer
Using CRM to Prioritize Contacts, Leads, Prospects and Customers! More Importantly….Know the Difference!

Where:

CRM is NOT homework!
CRM Software Reporting – Hang Your Report Card on the Refrigerator!

RSVP:

Choosing a CRM Business Partner
Resolv – What We Believe


Thank you for joining me and please visit our seminars webpage and register for an upcoming seminar or webinar.  Check back on this page periodically to see future blogs and articles pertaining to user focused CRM.  The invitation to this party is a standing invitation, and one that you are free to forward to anyone who you feel might like to learn more about what CRM could mean for their company.

Kym Riedel

Resolv, Inc

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