By Lisandro Scuitto, product director for Infor Latam
In today's mobile world, many employees need access to company tools and information anytime, anywhere. It was the time that the salesman sat at his desk, making several calls a day to hit the goal, without being able to do any other activity that was not related to his computer. Today, sales representatives need comprehensive, intuitive and connected tools that can be used by any device - whether on the street, in the office or at home.
The drive for a better CRM system is the result of customer demand. After the start of the social revolution generated by the Internet and expanded with the popularization of the use of smartphones, companies began to demand an innovative technology that could do more than just phone calls and track sales. Today, we have access to more information and reach more people through different channels. We are also able to do more with mobile devices. Likewise, our customers are also better informed.
Mobility became an obligation
When the customer evolves, sales must follow the same path. CRM software has been integrated with mobile technology to allow sales teams to use many of the tools they have at work outside the office.
To meet customer needs, it is critical to allow easy access to useful information such as purchasing history, contact information and sending updates on a mobile device. The tools must connect all devices and applications, collaborate with team members in real time, insert information instantly - such as orders and customer data - in addition to receiving data from demand generation systems and keeping track of activities. However, not all CRM software is developed in the same way, and organizations must be prepared when choosing the most appropriate CRM software. Below are five factors to take into account to avoid falling into traps:
1) Be careful with many eye-catching features: CRM software with many features is negative. Salespeople do not want to be overshadowed by their work tools, but they do want easy access to useful tools and information that will make selling faster.
2) Affordable mobility is essential: check the mobile resources available, the means of integrating with systems and applications, as well as social network systems and services. Ensure that the cost-benefit ratio is favorable, and compare to ensure that you are paying for the most appropriate solution.
3) Who will benefit? Is it good for your company, or good for the customer? It must be good for both. The goal of CRM software is to improve your employees' professional lives by simplifying and automating while enhancing the customer experience for better and faster service.
4) Align your CRM strategy with the company's objectives: the project needs to be implemented on an ongoing basis, with an experienced IT leader in charge, in addition to executive commitment and alignment with the company's strategy. A good idea is to establish goals for short and long term involving the groups that will use the system, in order for the company to reach the main objectives. Ideally, the chosen solution should be used by the company for a long period, so that it can be adjusted according to the growth and needs of the business.
5) Deployment considering users: CRM software features must be changed as the customer needs the changes. Technology must advance and, as a result, employees will need training. This decision is important, and the disclosure of the action internally will help to achieve the commitment and engagement of the internal public. Customers expect agile and accurate information whenever and however they want. Integration, connection and better control must be part of the company's strategy. However, if the company cannot offer this differential, certainly the competitor, just a few taps and clicks away, will offer it.
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