InTents December2022/January 2023 - 36

business | tips and techniques
Choosing the right CRM
Finding a customer relationship management system that works
seamlessly with your business can be tricky.
By Bernie Doyle
M
ost businesses use a few different
software packages. Email and calendars
are typically bundled together in services
like Gmail and Outlook. Documents
are typically handled with Microsoft
Word and arrays of data with Excel.
A customer relationship management
(CRM) system is like having all these tools
under one hood working seamlessly
together. In essence, a CRM system is
a way to escape the ineficiencies and
frictions of running your business with
separate software systems that aren't
designed to work with each other. It also
moves many processes from paper and
pen into a digital environment.
Today's customers expect a smooth
digital journey in every aspect of their
lives. A CRM implementation is a " digital
transformation " that upgrades your
business processes with the ultimate
goal of making your customers happier.
In my experience, the ROI for CRM
investment is 8:1. For every dollar you
invest in a CRM system, you get eight dollars
back. But this is only true if the CRM is
customized correctly and is implemented
by someone who knows your industry.
A cautionary tale
I am currently working with a midsize
building materials manufacturer
as a sales consultant-not as a CRM
consultant.
A Salesforce CRM was recently rolled
out to more than 500 users in the
organization. After more than two years
of preparation, four roll-out delays and
more than $500,000 invested, it lopped.
36 intents dec 2022-jan 2023
On the day the company threw the
switch and moved from the " sandbox "
version to a " live " version, none of the
customizations it had worked on in the
previous two years transferred to the
live system. This meant 500-plus users
were left without a CRM. The old
Microsoft Dynamics CRM had been
shut down and the new Salesforce CRM
wasn't ready. That left 100 professional
outside reps and 400 inside reps scrambling
to process sales (which happened
to be their biggest sales year ever!).
Before the failed rollout, I asked the
president of this $200-million company
about his CRM expectations, and
astonishingly, he shrugged and said,
" It's just another system we'll be using,
nothing special. " I think his casual
answer led to his company's woes.
You need to think of a CRM implementation
as major surgery on your business;
it's not a trivial operation.
CRM puts the customer fi rst
While lots of businesses give lip service
to being customer centric, few truly
embrace the model. And that's because
it's easier said than done. Take a stroll
through your business right now and
ask employees at random, " What is the
core focus of our business? "
If you get " the customer " more than
any other response, you probably aren't
surprised because it was a conscious
business decision you made a long time
ago. Customer centricity is something
that must be nurtured and encouraged
over time.

InTents December2022/January 2023

Table of Contents for the Digital Edition of InTents December2022/January 2023

InTents December2022/January 2023 - Cover1
InTents December2022/January 2023 - Cover2
InTents December2022/January 2023 - 1
InTents December2022/January 2023 - 2
InTents December2022/January 2023 - 3
InTents December2022/January 2023 - 4
InTents December2022/January 2023 - 5
InTents December2022/January 2023 - 6
InTents December2022/January 2023 - 7
InTents December2022/January 2023 - 8
InTents December2022/January 2023 - 9
InTents December2022/January 2023 - 10
InTents December2022/January 2023 - 11
InTents December2022/January 2023 - 12
InTents December2022/January 2023 - 13
InTents December2022/January 2023 - 14
InTents December2022/January 2023 - 15
InTents December2022/January 2023 - 16
InTents December2022/January 2023 - 17
InTents December2022/January 2023 - 18
InTents December2022/January 2023 - 19
InTents December2022/January 2023 - 20
InTents December2022/January 2023 - 21
InTents December2022/January 2023 - 22
InTents December2022/January 2023 - 23
InTents December2022/January 2023 - 24
InTents December2022/January 2023 - 25
InTents December2022/January 2023 - 26
InTents December2022/January 2023 - 27
InTents December2022/January 2023 - 28
InTents December2022/January 2023 - 29
InTents December2022/January 2023 - 30
InTents December2022/January 2023 - 31
InTents December2022/January 2023 - 32
InTents December2022/January 2023 - 33
InTents December2022/January 2023 - 34
InTents December2022/January 2023 - 35
InTents December2022/January 2023 - 36
InTents December2022/January 2023 - 37
InTents December2022/January 2023 - 38
InTents December2022/January 2023 - 39
InTents December2022/January 2023 - 40
InTents December2022/January 2023 - 41
InTents December2022/January 2023 - 42
InTents December2022/January 2023 - 43
InTents December2022/January 2023 - 44
InTents December2022/January 2023 - 45
InTents December2022/January 2023 - 46
InTents December2022/January 2023 - 47
InTents December2022/January 2023 - 48
InTents December2022/January 2023 - Cover3
InTents December2022/January 2023 - Cover4
https://www.nxtbook.com/ata/intents/intents-june-july-2024
https://www.nxtbook.com/ata/intents/intents-april-may-2024
https://www.nxtbook.com/ata/intents/intents-february-march-2024
https://www.nxtbook.com/ata/intents/intents-idea-book-2024
https://www.nxtbook.com/ata/intents/intents-december-2023-january-2024
https://www.nxtbook.com/ata/intents/intents-october-november-2023
https://www.nxtbook.com/ata/intents/intents-august-september-2023
https://www.nxtbook.com/ata/intents/intents-june-july-2023
https://www.nxtbook.com/ata/intents/intents-april-may-2023
https://www.nxtbook.com/ata/intents/-intents-february-march-2023
https://www.nxtbook.com/ata/intents/intents-idea-book-2023
https://www.nxtbook.com/ata/intents/intents-december2022-january-2023
https://www.nxtbook.com/ata/intents/intents-october-november-2022
https://www.nxtbook.com/ifai/intents/intents-august-september-2022
https://www.nxtbook.com/ifai/intents/intents-june-july-2022
https://www.nxtbook.com/ifai/intents/intents-april-may-2022
https://www.nxtbook.com/ifai/intents/intents-february-march-2022
https://www.nxtbook.com/ifai/intents/intents-december-2021-january-2022
https://www.nxtbook.com/ifai/intents/intents-october-november-2021
https://www.nxtbook.com/ifai/intents/intents-august-september-2021
https://www.nxtbook.com/ifai/intents/intents-june-july-2021
https://www.nxtbook.com/ifai/intents/intents-april-may-2021
https://www.nxtbook.com/ifai/intents/intents-february-march-2021
https://www.nxtbook.com/ifai/intents/1220IT
https://www.nxtbook.com/ifai/intents/1020IT
https://www.nxtbook.com/ifai/intents/0820IT
https://www.nxtbook.com/ifai/intents/0620IT
https://www.nxtbook.com/ifai/intents/0420IT
https://www.nxtbook.com/ifai/intents/0220IT
https://www.nxtbook.com/ifai/intents/1219IT
https://www.nxtbook.com/ifai/intents/1019IT
https://www.nxtbook.com/ifai/intents/0819IT
https://www.nxtbook.com/ifai/intents/0619IT
https://www.nxtbook.com/ifai/intents/0419IT
https://www.nxtbook.com/ifai/intents/0219IT
https://www.nxtbook.com/ifai/intents/1218IT
https://www.nxtbook.com/ifai/intents/1018IT
https://www.nxtbook.com/ifai/intents/0818IT
https://www.nxtbook.com/ifai/intents/0618IT
https://www.nxtbook.com/ifai/intents/0418IT
https://www.nxtbook.com/ifai/intents/0218IT
https://www.nxtbookmedia.com