Customer relationship management is an extremely challenging problem for businesses. Sales professionals depend on sophisticated Customer Relationship Management systems (CRMs) to automate their sales and marketing processes, track all aspects of digital customer interactions, and provide critical data and analytics that drive business decisions at all levels. These advances create more efficient and effective customer management platforms for businesses of all sizes.
Sadly, in this evolving global and digital age, the most essential and fundamental technology in the sales process for over a century remains untapped as a source for customer data collection and analytics! CRMs are terrible at tracking phone calls. Their flaw? The tracking technology. Most CRMs rely on their users to manually enter call data.
Today, CRM applications can automatically track every email, every visit, every click and even time spent on every website to facilitate better customer engagement. Some CRMs even track the ROI on marketing material based on responsiveness to URLs and DID numbers. We track all of these things and pretty much every other interaction with our customers, yet when we receive a customer phone call or dial out to a client, the only information we have at our fingertips is a 10-digit phone number that we had to look up manually.
Furthermore, businesses spend thousands of dollars to gather data about their customers, yet it is rarely available to us at the moment we need it most. Often it at least a minute or two before we can even determine the identity of the caller let alone track down their customer profile so we have some idea of how to engage.
The current work flow goes something like this:
- Call comes in and you see a 10-digit phone number
- You introduce yourself and ask who you are speaking to
- The customer gives you a first name and you ask for a last name
- The customer gives you a last name, but you can’t understand it, so you ask them to spell it out
- The customer spells it out for you and you repeat it back to them to make sure you have it right
- If you happen to be in your CRM, you begin searching for the record, if not you log in and then search for it
- Finally you track down the record and click on it
- You ask the customer to hold on a minute while you review notes so you are up to speed
- After 60-120 seconds, you begin talking to the customer and addressing the reason they called
With all of the advances in CRMs, it is surprising that we somehow are okay with logging and tracking our calls the same way we did 50 years ago. What’s more surprising is that we allow ourselves to subject customers to such a depersonalized and frustrating experience when they try to contact us. Shouldn’t your CRM automatically log calls? Shouldn’t you have access to that information? We may think to ourselves that with thousands of customers and a whole team of people working with them, there is no way for each of our employees to know everyone of our customers, to know what product or service of ours they are using and to know what they talked with us about the last time that we spoke. Or maybe we have just come to terms with the fact that there is no better way to handle this.
This flaw in modern CRMs inspired us to create Tenfold, a simple application that finally adds the power of the telephone to your CRM. Every single person in your organization will know who’s calling, what products and services they love or need and important details from recent conversations.
Stop logging your calls like robots and start building better relationships with your customers. There’s no longer an excuse for wasting several minutes on every call and not knowing who your customers are. Take your CRM out of the stone age.
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