Customer resources accumulating in the system rather than in salespeople's heads is the most basic and most valuable value of CRM.
Customer resources accumulating in the system rather than in salespeople's heads is the most basic and most valuable value of CRM. This article draws on our practical experience serving more than 3,000 enterprise clients.
The reason many companies fail with CRM is that they treat the system as a supervision tool; salespeople resist entering data, and the data becomes distorted.
A good CRM should help salespeople win deals: automatically remind them to follow up, provide a full customer view, and reduce duplicate entry.
CRM is evolving from a system of record into a system of recommendation; combining data analysis to suggest next actions is becoming standard.
There is no standard answer for digital transformation, but there is one iron rule: first get one scenario running and produce results, then talk about rolling it out comprehensively.