CRM Systems

The Organic Enterprise is about how your organizational structure determines its function – even in a constantly changing environment. Because even a purposeful, focused organization must be able to handle complex and dynamic requirements, there has to be a mechanism for qualifying and prioritizing relevant information.

One of the characteristics of living systems is the inherent controls and queuing systems designed to enhance process capability and adjust to constant variations and changing priorities. Not unlike a Triage system, these processes are essential for effectively sorting, establishing order, and pre-determining priorities. The Organic Enterprise specializes in 2 of the most important queuing systems for an innovative, adaptable, organization – Customer Relationship Management & Innovation Management Systems.

Customer Relationship Management (CRM)

If the purpose of the organization is to serve your customers and meet their requirements, you must have a Customer Relationship strategy. A truly adaptable and agile company is designed around the requirements of their customers and structured to maintain a constant dialogue with them. As a result, the CRM system becomes one of the greatest tools for aligning your entire organization around your customers.

Originally, CRM systems were designed to consolidate contacts and help automate the conversion of customer leads into sales, however, as the adoption and evolution of these systems have grown their capabilities and reach have grown too. Now, with the advent of Social Media networks like Facebook and Linkedin as well the growth of online discussion forums, CRM provides a platform for increased visibility into your Sales Process and communication with your customers.

The challenge then is how to capture the most valuable information without becoming cumbersome to the customer or the sales people. With the quest for more information and visibility comes the difficulty of qualifying the data.

The reasons most CRM systems fail are because organizations implement technology without a clear strategy and don’t pay enough attention to user need or benefits. An approach like this effectively “automates dysfunction” and results in poor adoption.

The most successful implementations of CRM systems involve a lot of work on your processes and people before introducing the system:

  1. Take the time to examine and learn from your customer requirements and then clearly detail your target market, target customers and defined solutions. Document and publish the results in a product catalog.
  2. Based on your defined product categories, clean up, simplify and standardize your sources of customer data BEFORE introducing them into the CRM system.
  3. Involve your sales team in how to best serve your customer’s needs and engage them in the design  and mapping of your formal sales process. Document and publish the Sales Process.
  4. Integrate directly with your customer and your Social Media Platforms and/or Intranet.
  5. Secure visible commitment from your senior management and have them actually participate along with your users in the trials of the new system.
  6. Define and track the right metrics.

By taking these important steps, CRM can become an important tool to align your entire customer sales and support operation and help drive more profitable revenue.

The Organic Enterprise specializes in implementing SalesForce.com Software as a Service (SaaS) solutions, but through partnerships, can assist with Microsoft Dynamics CRM and Sugar CRM solutions.

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