Invisible CRM – How to Make CRM your Friend

Invisible CRM – How to Make CRM your Friend

CRM needs to know its place

My first introduction to CRM was Salesforce, and the idea for it was a sound one. I was leading a team of SEO consultants that were all working with a portfolio of clients on a retainer basis.

So it was important that we knew how many hours we worked on their behalf so that we were not over or under-servicing them.

You’ll never get the ROI out of your CRM investment, if you only ever see it as a central database for customer data.

We also needed to know what redundant time there was in the team for taking on more work and what sales opportunities there might be out there.

I hated CRM…with a passion!!

However, I hardly used Salesforce as it just added to my workload. It was my job to enforce the use of CRM on my team.  I saw firsthand how much of a pain this needless intervention it was (that wasn’t even taking into account the crazy costs of Salesforce). It stopped us from doing our work which was consulting and selling our services.

So it’s a funny turn of events, that all these years later, I now part-own an Australian CRM, Tall Emu.

Falling in love with CRM

Our approach, at Tall Emu, was always to look for ways of capturing the activity of a company’s staff without the need for them to do extra data entry.

The goal of Tall Emu is to develop a CRM (mini ERP) that works for you and is an aide to the work you do and does not turn you into a slave for it.

Tall Emu CRM can collect data automatically from lots of different sources and data that tell us a story about what is going on in a business.

We also want the CRM to be illuminating, proactive and a worker in the business.

It needs to keep people on its toes, like sending reminders to customers to pay, salespeople to call a lead, and automatically sending marketing material to potential customers without being asked.

Need ideas – Top 20 Common Automation using your CRM

Dream Big and be Smarter

If you have CRM or thinking about getting one or just want to work smarter, then think about what would be helpful to each team, business unit or individual staff member in being better and more productive in their work. If you just can’t think of what’s possible then that’s when you need to get a third party to look at how you currently work and create CRM strategies and an implementation plan.

Buying CRM just to be the central hub for data, is missing the point. You’ll never get the ROI out of your CRM investment if you only ever see it as a central database for customer data.

Success in 2022 with CRM is understanding that the implementation of CRM is more important than the CRM you select and YOU need to ask yourself “how can we work SMARTER not harder”.

Do I still hate CRM?

Not anymore because my expectations for it are different from what I was told to expect from it. So I am excited about where CRM is going and if you’re not then you might be in need of a conversation with a CRM implementer that gets it.