If implemented and utilised correctly, CRM can be the glue that binds your business, employees, services and clients together, and can build vital equity in your brand.

In many organisations, the IT function and the rest of the business are often disconnected – business strategy is developed around the restrictions of the current IT setup, or imposed upon the IT function which may have no commercial awareness. This clearly affects the day to day running of the organisation, but also its ability to grow. An effective IT Strategy, which is a joined-up approach to business and technology, should build the essential bridge between the business and the IT function.

Common Myths of CRM

• All data is powerful and thus must be stored.
• CRM is difficult to implement and highly technical.
• Only sales people need CRM.
• CRM can only do some of the job.

Reality Check

• Only relevant data should be stored – not all data is necessary for the day to day running, or long term growth of the business.
• CRM should help automate business process as much as possible.
• All levels of the business should buy into and use CRM (not simply the sales and admin functions).
• CRM should emulate business process, not just part of it.

Building your IT strategy using CRM and the management information contained within it can result in your business' growth. The ability to generate up to date information quickly leads to decisions based on facts, not supposition. Activity is measured to create relevant KPIs (Key Performance Indicators) and Targets, thus outcomes. Revenue streams are easier to identify and capitalize on and the costs of delivery are easy to identify and manage, and often reduce.

You will gain a better understanding of your employee activity, client base and demographic, and this will enable you to target your services more accurately. You can use your data to communicate, and thus market, internally and externally – thus improving market perception and client retention.

When your business process is automated and employees use systems to manage your clients and deliver your services, you in turn are able to manage them more objectively, as you are scrutinising their activity. Your board meetings are more productive; decisions are made based on accurate data which has been gathered quickly. Ultimately, you have more of a chance to strategically grow your organisation if you manage it based on fact.

Ask yourself:

• Can you set and monitor targets for individuals?
• Can you see within minutes if your organisation is meeting its targets?
• Can you map results to marketing activity?
• Can you easily demonstrate to your clients your successes?
• Can you project your activity, thus plan for its delivery?

...Is your strategy being driven by measurable activity?

CRM will enable all of the elements above, and more. In the very least it will create a well-oiled machine capable of delivering to clients quickly and ensuring employees understand their roles in the process.

CRM Used to Objectively Manage Employees
If employees use systems to deliver your business' process, your managers will have more visibility over the individual and team activity. This allows for the creation of objective KPIs and Targets, and activity reporting assists in employee appraisals. Over a period of time, this can allow for “new breed” of employee; you can recruit based on the ability to deliver a process, and not simply headhunt sales people with black books, who often move on to other companies taking data with them.

Sustainable and transparent processes can also improve your employee retention: if people understand their roles, and they are simple to deliver and track, they are happier in their environment. Your business will ultimately benefit from an environment of healthy internal competition, and streamlined and transparent business processes.

CRM Used to Objectively Manage the Business
As well as the benefit of managing your employees more objectively, your Board of Directors are able to use CRM and its management information to manage your business more strategically. Decisions on your growth, new revenue streams, new locations, client demographic and marketing spends can all be based upon quickly gathered facts derived from your past activity. Your Board meetings are more productive and lead to action. This approach can result in the strategy and goals of your organisation being transparent and owned by your employees too.

CRM, its most basic form, is a data bank containing your business' clients. Used in a more sophisticated manner it can complement your strategy and drive your business' performance.

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Barclay Jones has extensive experience working with organisations to automate their processes and grow using CRM.  Please get in touch to discuss how we can work with you to grow your organisation.