Continuous Improvement – Can you get more from your CRM?
CRM Standard Features
- Workflow Processes
- These are ‘triggers’ that typically are either fired on a status change (A sales opportunity might go from ‘open’ to ‘closed’) or time based (send a reminder email 30 days before an expiry date).
- You can use them to create tasks, send alerts, send emails or updates fields.
- The aim is to use automation to reduce your workload, reduce possible errors (finger issues!) and make sure that it is right first time.
- Approval Processes
- These allow you to set up a workflow that once the criteria is met will automatically seek approval from a user or group of users.
- The approver can accept, reject or delegate (if allowed) and will be required to add in any comments. The response can trigger other automated processes – saving even more time and effort.
- The user will receive the response and either carry on with the process or take remedial action.
- Review Processes
- These can be set up to automatically check that data entered into the system matches certain expectations.
- Typically these can be used in high volume situations where it is not possible for every transaction to be checked manually (data coming in from other systems or websites etc.)
- Records are locked until the review process is completed and all fields are validated.
- These can used to encompass either parts of or complete business processes and provide visibility of where work is in the system.
- They make sure that users are guided by the system through these processes and can only move forward by following the correct path.
- The next steps in the process are shown to the users in the form of either a ‘to do’ list or via a My Jobs menu.
- Escalation and Scoring rules
- Auto-emails, Tasks and Alerts can be created based upon certain criteria and rules along with the appropriate actions.
- Typical examples would be breaches of service level agreements raising a priority and engaging with more senior staff or Web2Lead forms being automatically sent to the right team for action and setting up call backs in calendars.
- These make sure that a consistent approach to customer service is delivered and that nothing is missed or forgotten.
- Dashboards & Analytics
- Data in the system can be reported on instantly with dashboards components showing the up to date situation
- These should be used extensively in customer service, support and contact centres hsoiwng types of cases/calls. Dispatch environments where goods being delivered trigger invoices or support contracts might show where the deliver item is at any one time.
- You can have gauges that show warning levels (e.g. Red, Amber, Green) – this might show a stock re-order level, staff absence, sickness etc.
- Command Centre
- Setting up and managing cross application processes where work might move outside of your CRM and onto a 3rd party system.
- If your accounts package is outside of your CRM you can pass invoice information across and get back payment information
- Work doesn’t have to ‘disappear’ and be outside of your control
How should you move towards Continuous Improvement?
Cloudtech is passionate about making your business better. Don’t forget that you are paying for your software licenses and so you should get the most out of what you are using! All the above are standard features in a modern CRM and if yours doesn’t have them or they aren’t being used – talk to us. If you are considering a ‘Lean’ approach to rationalise and improve your business there are grants and support available.
We can help put you in touch with the right people to help navigate the various bodies and service providers and who will also guide and train you in Lean.