From the musical directions that sent Dorothy down the famous brick road to today’s GPS technology, we all know the value of starting any journey with a mapped-out path to the destination. The same applies to the process for effective Customer Relationship Management.
While your CRM process is more like traveling two-way streets in a friendly small town than a divided highway trek cross-country, you need to know where CRM data is headed and why. Key areas in your business, including marketing and sales, service delivery management and operations, all affect and are affected by your CRM. Understanding how processes link together creates a blueprint for a successful flow of information.
Keeping Good Company
Your CRM holds the primary records for all prospective, active and former customers, as well as vendors, competitors and peers. Company records include sites, contacts with notes and preferences, teams, and groups.
- Site is the client’s physical address where service, billing, and shipping is performed.
- Contact records include client information such as address, phone numbers, email addresses, personal information and type of contact, as well as active and historical records.
- Documents, Notes, and Preferences allow you to further personalize your clients’ contact data.
- Teams is a list of employees who work with a customer, both internal and external.
- Groups is a function that compiles company and contact records for marketing purposes.
Taking the Lead
Your sales and marketing teams should be able to rely on CRM for prospects through lead generation and qualification data. CRM data is also used for quoting and reviewing sales opportunities. The history of this activity is kept for marketing campaign tracking.
Hopefully, this has started you on the path toward blueprinting the most effective CRM for your business. Stay tuned for more helpful tips in part two of our blog CRM Made Easy: Mapping Out the Process.