Audaxium Blog

Everyone has experienced it.  You have a wonderful experience with an account manager while you’re investigating a solution.  And then, magically, once your purchase order hits their email inbox… silence.  It’s deafening.

It seems to me that many companies look at their sales team, and at the systems they provide that team, in isolation of what is best for the customer.  And this results in the grand old strategy of “islands of automation”, and a big disconnect between sales and the rest of the company, and a big disconnect between sales and the customer.

Many CRM Vendors seem to build their systems like this as well.  Just look at the standard steps in the “sales process.”  Most have something like this:

• Lead – Unqualified
• Lead – Qualified
• Prospect – Investigating
• Prospect – Needs Discovered
• Prospect – Demo
• Prospect – Closing
• Customer – Won

Now I don’t have any real difficulty with these stages of bringing a company into your customer list, but, it doesn’t reflect the fact that the work doesn’t stop when the customer makes their first purchase.

This won’t come as a surprise but the C in CRM stands for customer, and when you implement CRM you really should think about how you manage your customer base first, and then think about how you turn a company who could buy from you (Lead) into a company who has bought from you. (Customer)

So here’s some ways to ensure that doesn’t happen.

First. Make sure everyone in your company has access to all customer related information. There shouldn’t be a case where someone says “I don’t have that information here, that’s another department.”  At least for the vast majority of information.  There will always be secure or sensitive information that only certain people can see.  But don’t force your employees to waste a lot of time walking issues around your office.

Second. Make sure that your company tracks opportunities and not just Lead/Prospect/Customer statuses.  Alternatively you could track quote or estimate statuses instead of opportunities but the effect is the same.  If you’re a services firm you could track jobs or projects as separate from the customer.

Third. Don’t rely on systems integration to connect different parts of your business.  It’s a constant battle to keep that stuff buckled together.

Many vendors will talk about the fact that they are open, and can hook to other systems, or they have a million partners you can pick from.  Sometimes it works. In the last 4 days I’ve talked with 4 people who looked at a one particular CRM system and said something like “I’ve looked at that system but the integrations between the third party apps and it don’t seem very solid.” Again, I’m sure that there are many good integrated apps with that CRM tool but it will require patience to keep everything connected.

The conclusion of all this is that a CRM system must, naturally, be a system that integrates many parts of your business, from Sales, to Marketing, to Finance to Tech Support.  Large companies have had this available to them for year, at a high price.  But now almost every company can afford it.