Whiteboard Wednesday

Title: CRM: Hit Your Target
Duration: 4:20
Created: Feb 18, 2015
Description: Quit tossing out your business darts hoping they stick, and find a target worth aiming at. James Shores talks CRM's, and how to put your information and interactions to to work for you.


Hi, I’m James. This is Whiteboard Wednesday, and today we’re going to talk about CRM – customer relationship management. Now, this is outside of our usual inventory talk, but this is something really helpful for any business – small, medium size – to help them succeed and use their information to their betterment.

So, let’s start with treating this board as if it’s a dartboard. Too many companies – maybe yours included – are just throwing darts at the board hoping something sticks, hoping something works, and that maybe they’ll get that bullseye. They’re not really trying.

Whereas the point of a CRM is to tie together your different aspects and elements of your company, and it may differ from business to business. Get them all on the same page. Get them all using the same information, relative to your customers and your interactions with potential customers, so that you can hone in where your market is, who your target is, and then shoot for that bullseye. Now, you won’t hit it every time, but it’s really going to help you focus in.

So, let’s just use a few brief examples of how this can help. So, with your sales side, a CRM helps keep your consistent contacts because you’re not going to receive triple and duplicates of information relative to a potential client – on a lead – where you’re able to track it all in a system.

And a lot of CRMs – they vary – are cloud-based so that you’re able to access your information when and where you need it.

From a marketing side, it provides automation tools. Let’s say it helps with email blasts to send out to potential customers. So, again, you’re not sending out to too many people, or people that don’t want it, or customers that have already purchased your product and are now being spammed. You don’t want to ruin that relationship.

Social. Maybe your company has more of a social network with it on all of the social networks – Facebook, Twitter. You may not. But if you do, this can help connect and show – through your CRM – what actions you’re taking so that everyone, again, has access to this information so they know what each department is doing.

On your order side they can look at the trends of what’s being purchased, when it was purchased, how much it was purchased. And all of these kind of tie together so that sales should be able to look at the orders so they can also see the trends and know what customers are doing, know what’s selling, what’s not selling.

Over here on support, a CRM can help with the ticket side so that they can quickly assess what calls are coming in, what the previous contact was, if there was any good or bad, and what follow-up will be. So, again, you’ll have the consistent notes, and so there is a consistency in the way you interact with your customers.

And then accounts. Let’s say that it requires follow-up on your end. Maybe they need some kind of troubleshooting. Maybe they need some kind of billable service that you provide. You’re able to follow up with all of your notes – what was covered, what was said on your end and on the customer end, so that when you have another call – maybe the account is closed, maybe it’s added to – it’s not on paper. It’s not something you have to hunt down.

That’s the point of a CRM. And if it’s like Fishbowl, there’s all this information that you can get lost in. There’s all this information that feels like “I don’t know what to do with it,” and a CRM can help you manage all that. And the best way it’s going to work is if everyone is on board because they’re all feeding their information to the center point, so that you’re all aiming at the same target.

So, wrapping up, we don’t want to treat our customers as if it’s just this giant dartboard, and we’re throwing at it, hoping it sticks, hoping it gets somewhere near a bullseye. With the customer relationship management we can really hone in. Every department can get on board and be in sync, so that we’re all targeted towards the exact same goal.

And keep track of that information because, remember, good data leads to good business decisions. I’m James. This is Whiteboard Wednesday. See you again next time.

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