Let's talk about CRM
Tags: Tips   CRM   Email   Productivity   ERP  
19/07/2012 12:39 PM

By John Green

There is so much buzz around the concept of CRM, especially as a way of increasing sales, but in my experience no one stops to think what CRM means to them or their business. Ask yourself the question ‘What is CRM to me?’ Ask staff, associates and friends and see how many different responses you get.

Often businesses love the idea of ‘better Customer Relationship Management’… sure, but the how and the what of what actually needs improving become the hard questions. Typically, a better way of communicating, or servicing your customers is a step in the right direction.

For some businesses, CRM is all about Sales Lead Management. In reality, my view is that it involves all communication with every part of your business from your current customers, your suppliers, your staff, and not forgetting your potential new customers.

I recall a Jim2 user a few years ago repeatedly raising the topic of CRM with me. At the time, I couldn’t understand what he meant – after all you could always record comments on a Job, Quote, Purchase Order, and even notes on a CardFile in Jim2. What he was referring to was that day to day he and his staff were engaged in hundreds of email conversations with their clients and he wanted to know where those conversations could be recorded or stored (as emails to an individual are only retrievable by that individual). CRM, in his opinion, was about customer service, and a crucial piece of the puzzle – recording email correspondence – was missing.

When you think about it, it’s obvious: nowadays email is the main source of business communication and a company must (I was going to say should, but it really is a must) have access to all correspondence with their customers no matter which staff member the customer has been dealing with.

Of course nothing beats face to face contact with customers. However, with time demands on staff ever increasing, it’s often much easier to quickly send an email to keep things progressing and communication open with the client. Therefore, it makes perfect sense to at a company level have all that correspondence stored in one place for everyone to access.

Since the release of email integration in Jim2 Business Engine v3.2 we now offer this key functionality – and it has quite simply changed our world.

Client requests received via email, whether they are Support, Accounts or Sales enquiries, are never overlooked – ever. When a client rings or emails me here at the Happen office, I have right there in Jim2 all the correspondence in relation to that customer/question – and let me point out, this might be the first time I’ve heard about the request! Because I can see all the emails back and forth from any staff member, attachments and answers recorded and stored against the Job, Quote or Purchase I can deliver exceptional service to my customer. It’s significantly improved our own processes here at Happen: email ticketing has allowed us to become much more proactive than ever before across both Sales and Support.

From a sales perspective, I can quickly scan the Sales email folder and know at a glance what is happening across the Sales department, and I can help a member of my team possibly before they have even read their email. It’s a huge leap forward from relying on staff member’s messages, or handwritten notes, or interpretation from memory. The benefit of email in Jim2 Business Engine is that it’s all documented!

The end result is not only do I know what my client was after in his quest for proper CRM, but more importantly I know that Jim2 is the ideal tool for his and any business, whether in sales or support or both, to truly manage CRM.

About John

John is the Sales Manager of Happen Business, heading up the team of business managers. He is a mad keen West Ham fan.

Leave a Comment:
Name (required)
Your URL (optional)
Comments (required)
Add Comment