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Is Your CRM Actually Helping Sales?

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Is Your CRM Actually Helping Sales?
May 01, 2017

  By Steve Anderson, Contributing Writer

One of the biggest moves in the last few years, organization-wise, is the increasing use of customer relationship management (CRM) tools in telemarketing and call center operations. Able to put a large amount of data at the agent's fingertips, these tools are often cited as means to improve such operations. What happens, though, when these tools don't work? A webinar from VanillaSoft is ready to help on that point.

CRM in general is something of a mature market; it's not really innovative anymore because too many users already put it to work. Yet more than a few are finding that it doesn't always deliver the kind of value it should, mainly because of how it's being used. CRM has been a valuable tool in gathering data, and analyzing that data for discovering patterns that can be addressed in the organization, but many agents are finding it less a help and more a barrier.

This has led to direct behavior changes at the organizational level; companies are bringing in tools that don't just store and report on data, but rather, offer direct help to the agent end user him- or herself. As inside sales operations get more complex, that's also resulted in changes to how productivity is measured; instead of focusing on call volume, more companies are looking at persistence in follow-up operations. There are even some changes looking at agent autonomy; some things shouldn't be scripted or automated.

VanillaSoft, meanwhile, is poised to help here. The company is offering a webinar that will address many of these points directly, giving users a better opportunity to make the most of CRM systems with any necessary augmentations. Those interested in getting a better handle on how to use CRM to its fullest need only sign up at this link for access to the webinar.

In the end, it's all about getting the most out of a CRM system. It's not enough to just have one of these on hand; it has to be used, and used correctly, to really get anywhere with it. If it's more an impediment than a help, it's like paying to have the sales force hobbled, and that doesn't do anyone any good. It increases the degree of difficulty in an already difficult position, increases the likelihood of costly turnover, and effectively cripples morale.

Avoiding these points alone can improve an operation, even if there isn't a lot of direct bottom line help. Removing impediments improves against opportunity cost, and prevents losses from getting as big as they might without intervention. A few simple points can help improve CRM operations, and VanillaSoft is ready to go into much greater detail with its new webinar.

Edited by Alicia Young

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