The next generation of CRM: data source instead of data entry
Since ever CRM solutions have required data input from their users.
For the employees (the Sales reps and Sales teams) who should in the end benefit from the CRM , the implementation of the CRM resulted in more work:
- Inserting customer data into the CRM
- Keeping the data up-to-date.
Change of business methods
In the nineties when CRM model was introduced, the employees and the economic use of CRM where different:
- In the beginnings of CRM the employees entering the data were mainly tele-operators or lesser paid employees, whereas now valuable high cost time of sales reps, sales manager and account managers is required as they are urged to use the CRM too.
- The change in technology and the use of technology by Sales has changed significantly:
. From letters, telephone and fax to email and online website forms.
. From printed leaflets to be send by letter to the website.
. From a physical meeting to a web seminar.
. From landline telephone calls to mobile which increased the number of communication messages significantly.
- The amount of data has increased significantly as electronic communication uses have lowered the cost of a communication:
. A letter or a fax costs significantly more than an email.
. A physical meeting costs a multiple of a web meeting.
. A voip call or an Instant Message costs less than a landline phone call.
This results in more data to be entered by higher qualified employees means the CRM is becoming more costly to operate.
Required change of CRM
Therefor the model and concept of CRM should change from:
- a data entry application
into
- a data collecting and aggregation service
that provides the necessary information of the customer or lead instantly (real-time).
Exisiting electronic data:
It is obvious all data that is already electronically available within the company should be streamed into the CRM:
- Email: a CRM should have all in- and outgoing emails by customer or lead.
- Online forms: a CRM should capture the data from the online forms by lead
- Website: a CRM should present when a customer or lead has been visiting your website and what he has visited on your website for lead generation and customer retention.
- Internet data concerning customers and leads should be presented in the CRM in order to be up-to-date as a Sales rep., Sales Manager or Account Manager before a meeting or telephone call.
These changes and integrations will turn the CRM as a data entry solution into a data source which is the future of CRM.
How much information that you haven’t entered yourself does your CRM currently provide?
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