Skip navigation
All Places > Partner Corner > Blog > Authors Limesh Parekh

Partner Corner

2 Posts authored by: Limesh Parekh

HR team looks for HR tool to increase Employee satisfaction, motivation, and overall productivity. But, can CRM can help HR to improve Employee Experience, sounds strange, but it's true.

A good HR team will take care of interviews, appointment process, induction, training, payroll processing, automating and simplifying the process as much as possible, leveraging technology for it. However what about the regular work that the employee has to do to fulfill Job Description. Also, these days role of HR has evolved a lot.

Today, HR is no more about processes and Laws, its more about OverAll Employee Experience.

Changing role of HR

  • HR is no more about rules, processes, laws, and compliance. It is more about Employee Experience, Job satisfaction, motivation, etc. HR team is also responsible for making overall operations smooth and stress-free.
  • The role of HR has changed from supervisory and monitoring role to role of coordination, enabler and force multiplier. That will build trust, and the trust will boost teamwork and overall performance.

Its a Myth that employees need to like each other actually need to trust each other for their professional capability. HR needs to develop processes and deploy tools accordingly.

For all above reasons, HR needs to make sure that proper processes and tools are required that will bring the desired results like reducing stress, improving productivity, building trust and teamwork, achieving higher results.

How CRM can help HR to improve Employee Experience

A properly deployed and implemented CRM system will improve Employee Experience in more than few ways.

Increased productivity and confidence level

CRM, whether used in Sales or Support Teams, raises productivity and efficiency. Results are much faster, and that helps in boosting confidence and motivational level of employees.

Its a misconception that motivated employees are successful. Actually, successful employees are motivated. So HR needs to make sure that employees are successful.

Realistic sales forecasts versus targets

CRM helps Sales manager monitor the pipeline and do error corrections in real-time. Thus the focus shifts from Sales goals to Sales activities and milestones. CRM provides realistic sales forecast based on expected opportunity closure dates and estimated revenue. It can be drilled down to a very granular level. Thus Sales forecasts provided by CRM are much more realistic as compared to Sales estimates and targets set by Sales Manager and Sales Executives.

Bhagwat Geeta says, you cannot control results, you can only control your activity "Karma - कर्मा"

Reducing stress in Sales Teams:

You can manage Sales activities and not Sales results. Generally,  Sales Managers give figures of desired sales results and then. The sales team is supposed to achieve it. No one is talking about what is happening on field level, but if Sales managers monitor the ground activities and milestones made/missed the sales results will be easily achievable.

Also since the activities done by sales team are transparently recorded in real-time, there is no difference of opinion.  If there is an external factor involved for not achieving the results, the sales executive can at least explain that to The Sales Manager with proper details and proof.

Improving Sales processes from learnings in CRM

Sales coaching should be a part of the role of Sales Managers. But how do they know where the sales team is lacking and what mistakes are they making? CRM helps here by logging activities, sales process, customer journey and deal stages, etc. It helps in determining where the things are going wrong or out of direction.

There is difference between Sales Training and Sales Coaching. Sales coaching is something which is generally done onjob and its an ongoing process.

Faster and meaningful meetings:

In Excel days (or in the absence of your CRM giving your real-time results and notifications) Sales Meeting generally started with people giving in their numbers and then discussing what happened and why. Finally, if some time is left, then they talk about the next step and corrective actions. It is a mess and waste of time and resource.

Not anymore, With proper CRM in place everybody attending the meeting knows the numbers, even the activities done and milestones achieved. Which means that the meeting is purposeful, analytical and productive. Team members can focus on error correction and plan next actions.

Better coordination between Marketing,  Sales, and Service:

In any organization, there is constant conflict between the marketing team and Sales team. Marketing Team says that Sales team is not able to convert the leads that they generate. On the contrary Sales team will argue that they don't get proper leads. It happens because both teams are using separate tools to measure their activities.

CRM can bring an end to this by providing proper analytical stage wise reporting with the appropriate reasoning for failure to convert the leads.  All these happen on a single platform - the CRM.

Same kind of conflict occurs when Support Team has to interact with customers and deliver them the promises made by sales.  It is because they are not clear what had occurred in the Sales process. CRM brings both these teams closer because they both use same platform and history of all the interactions with Customer are available to support team also.

Conclusion

Above examples are for the Sales team, but are equally valid for Support and service teams also. A modern CRM does not only mean lead management system or customer database, but it's much beyond that. CRM helps to improve Employee Experience to a significant level.

Limesh Parekh

Is CRM costly?

Posted by Limesh Parekh Sep 29, 2017

Although CRM is gaining popularity within the Indian SMEs and start-ups, still there exists a significant number of developing companies which think that CRM is costly. CRM is considered a tool affordable and necessary only by those who have the significant financial strength or operate at a substantially large scale.

So, is CRM really expensive?

Not exactly, in fact, CRM reduces overall operating costs drastically. CRM makes sure that no enquiries are missed or skipped, which automatically increases sales. CRM helps to decrease stress between the sales team and sales managers, by giving more clarity about the activities and not just focusing on the results. It's much easier to sell more to existing customers, rather than sell to more customers. CRM provides detailed analysis and insights on consumer categories and behaviour patterns, which can result in more sale per customer.

With mobile CRM, coming in along with lots of new technological innovations, CRM has become an almost indispensable tool for businesses today. CRM increases customer experience, decreases stress, improves sales and profitability. Above all, it brings stability into organisation against changes in team members, since now the business related information is stored by a system and not by people individually.

Then why do people think that CRM is costly? 

Are there any misunderstandings? If we dig down deeper, there is a serious problem in the way people see CRM. Companies are not getting the value for their investment in CRM is due to some hurdles that are faced along the way.

Considering CRM as a software and not a culture.


Many times companies think of CRM as a software just like MS Excel or Outlook. They think that they can just install it and then start using it. What eventually happens is that the team is not able to get any tangible business benefits out of the same and then frustration sets in. Such a scenario leads the people into thinking that the CRM solution is costly as they are not getting the expected returns.

Not allocating enough resources for training. 


There are two kinds of challenges here (A) No training at all, thinking that the users will figure out how to use the software themselves (B) Training only a few members of the team and believe that these people will train others. Both these scenarios give very nightmarish results. There is a mass refusal or reluctance amongst team members regarding the use of CRM. Untrained staff results in minimal CRM utilisation, which prompts the thought that CRM is costly.

Planning without preparation. 


Business processes when automated will be drastically different (and easy) as compared to doing it manually. Companies don’t plan to figure out changes in their procedures. Many times they don’t even have written (even understood uniform) process available. So everybody thinks of CRM system in their ways and plans in own individual ways to take this ahead. Improper planning is the reason there are no improvements in business after CRM, and then we feel that CRM is costly.

Trying Free CRM and then giving up. 


There are lots of companies which fail miserably while trying free CRM because either that was not the right choice for them or their team did not have the technological capability to implement the same. Instead, consulting an expert would have been a better idea before choosing CRM platform.

Buying off the shelf, Online CRM
.

Generally, Online Portals selling CRM are suitable for DIY (Do it Yourself) kind of people, who have enough technical and managerial skills to implement entire CRM on their own. There is a huge difference between implementing something by reading documents and getting some consultant (or Vendor) who provides tips and tricks and best practices. Without a proper consultant to help implementation, companies remain unaware of the true potential of CRM with respect to their business. Thus not getting the required returns.

Most importantly, not using it to the fullest. 


When people buy CRM, it is with the excitement over the possibilities in CRM. These possibilities can be actualized only by the proper collaboration and coordination of the vendor and the customer. The vendor/ CRM cannot fulfil the expectations alone, the support and enthusiasm of the user are the must. The efforts taken to monitor and implement CRM with respect to the company’s demands are not recognised by the buyer, thus causing a problem. The CRM platform has tremendous capabilities but companies fail to utilise them just because they don’t put enough efforts to implement things correctly.

How to make sure CRM provides value for money

Plan Properly

Before deploying CRM, plan for selecting a technology, select processes to be automated, who should be involved, what will be the technical and personnel requirements. It is a good idea to get an expert’s guidance. But if it is your first CRM implementation, always go for a Consultant or a CRM vendor who will provide consultancy also. Do not buy online CRM without calculating implementation efforts required from your end.

Drive from Top.


Most of the time management team does not give required importance to this. CRM is a cultural change, and it has to be driven from the top. Failure in steering the CRM project by the top management leads to poor adoption and ultimate failure of implementation.

Implement in Phases


One of the best ideas for SMEs and start-ups. Implementing in phases makes sure that over investment is not done. Phase wise implementation also means lesser and smaller changes which are easy to bring to an organisation. The phased implementation also allows the entire processes to be monitored closely.  It will also help measure the ROI of total exercise.

Invest resources in Training.


Training is a must [PERIOD].

Conclusion

CRM is not costly if used appropriately and thoroughly. But failure to utilise CRM for business benefits leads to the thought that CRM is expensive. Also, companies don't perceive CRM as the highest priority for businesses. Maybe, that is the reason it seems to be costly.