What Is A Customer Resource Management And How Important It Is

Back in the day, it would have been so difficult to really align everything when your company starts to show massive growth, with no internet or systems in place to really categorise each area of the business.

We are so lucky in this day and age that we have access to all this amazing technology that has quite literally changed the world. It is almost hard or impossible to imagine a world without it all. It has allowed the world to become way more connected and given people opportunities they never would have had before.

It's this kind of huge change that has allowed businesses to really understand their company numbers, analytics, and opportunities. Only by delving deep into these crucial and pivotal areas can you really create actionable plans on how to streamline your systems, and grow.

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So What Is Customer Resource Management And How Important Is It?

You might be just starting out in your business or career and looking to further your knowledge on the wider subject of business or maybe you are a little more experienced and looking to bolster your skills in sales, either way, there are some extremely important things you need to understand about customer resource management.

You Can Track Sales & Opportunities

A business is nothing without sales and keeping on top of where your money is coming in is essential. Any entity that wants longevity and a secure financial future need to know where the opportunities lie and what to do about them. Being able to track your sales and opportunities will:

1. Allow your workforce to prioritize their time and understand which potential opportunities to hunt out with their energy
2. Stop people wasting their time, especially now during the pandemic when more people are working from home and some individuals may be distracted by the obvious things that go on at home
3. Allow you to forecast your potential revenue which has an enormous amount of clout with the owners and investors of a company

Your sales and opportunities are like the beating heart of any organization and need to be protected. Without your lifeline, you have nothing.

Everyone Is On The Same Page

If there is confusion and a wider misunderstanding of exactly what is going on within a business and what each team needs to focus on for sales organization, it can cause real disarray and might build an unpleasant atmosphere in the workplace. Customer resource management brings everyone onto the same page, under the same roof, and aligns everything within your business in this area. Your employees can log in and get real-time updates from their colleagues so they know where to prioritize their time and efforts. It also means that communications with important clients or customers are streamlined properly so you have a united front when it comes to important external conversations or pitches.

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History Is There For All To See

Things can change so quickly in business and customers may change their minds like the wind. Having a concrete and concise platform where you can log in and see what the customer history entails is worth its weight in gold. Being able to see the history of a customer account is truly beneficial because:

1. You can see exactly what stage of communication is at with the customer (especially important when taking over from a sales colleague)
2. You have access to how much revenue has been generated from that account and have insights into which products they use
3. You know who the contacts are the company, increasingly important when trying to find the right person to speak with and build a professional relationship with

It also gives you some real composure and a background story on clients, something which allows you to get into the sales and management mindset before speaking or engaging with them. Maybe you add some personal facts about the contact which will help build a bond with things in common.

Mistakes Are Limited

Mistakes can be so costly, especially when it comes to sales and people are dealing with external organizations and chasing sales. When there might be multiple people on a team it can be hard to align everything, but with a CRM everyone is on the same page with contacts, reporting, and opportunities.

Customer resource management is now almost pivotal to the growth of any company looking to really scale and needs to be implemented ahead of time before things get too messy.

Lesley Montoya

Update 05 July 2021