CRM and Customer Systems
The logic of working with customers, CRM implementation, automation and team training. The goal is a CRM you can make decisions from without asking people again, and a customer base that belongs to the company.
Common requests:When a salesperson leaves, Repeat sales happen, Nobody knows how many customers haven't bought for longer than usual
Services in this area
4 services
01CRM and Customer Systems · 01
CRM and Customer Management
The logic of the customer base: entities, stages, required data and repeat sales, so that the base belongs to the company rather than to the salespeople.
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02CRM and Customer Systems · 02
CRM Implementation
Designing and launching a CRM around your real sales and service process: process, roles and data come before the interface.
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03CRM and Customer Systems · 03
CRM Automation
Tasks, reminders, inquiry routing and checks the system handles on its own. We automate rules that repeat.
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04CRM and Customer Systems · 04
CRM Team Training
Training the team on its own deals, roles and processes, so a working habit stays with the team.
Learn moreWhat people come with
Does this sound familiar?
- The history of communication with customers is stored in employees' personal chats.Situation 01A CRM doesn't improve sales. It makes them visible.
- When a salesperson leaves, part of the customer base effectively leaves with them.Situation 02A CRM doesn't improve sales. It makes them visible.
- Repeat sales happen, but the process doesn't create them.Situation 03A CRM doesn't improve sales. It makes them visible.
- Nobody knows how many customers haven't bought for longer than usual.Situation 04A CRM doesn't improve sales. It makes them visible.
The core idea of this area
A CRM doesn't improve sales. It makes them visible.
The self-assessment for this area checks the essentials: who owns the customer base, whether the system's data matches the money and whether the team works in the system or next to it.
- 01Technology backbone
- 02Repeatable sales
- 03Management data
- 04Retention
- 05Repeatable processes
How we see it
People fill in what pays them back in usefulness and fill in formally what is needed only for control. So data quality is a question of design, not discipline.
We start with a minimal set: the definition of a deal, stage criteria, the date of the next action, a reason for loss from a list, and one data owner. Everything else is added when a question appears that it answers.
When this area won't help
- We don't implement a CRM without a shared definition of a deal and stage criteria.
- We don't turn the system into a surveillance tool: that destroys data quality.
- We don't build segmentation on data nobody maintains.
Questions
Does a small team need a CRM?
Yes, if the sales process is already clear and the team is ready to work by shared rules. If there are no rules, the system won't create them; it will record their absence.
How do we get salespeople to log their deals?
Make working in the system more convenient than working around it, and make the data pay the salesperson back: reminders, customer history, ready-made documents.
What data is mandatory?
A stage with a criterion, the date of the next action, and a reason for loss from a closed list. The rest is added as questions appear that it answers.
What do we do with the base we've accumulated?
First assess how usable it is: how many records have a current contact and a clear status. The working base often turns out to be several times smaller than claimed, and that is a management conclusion too.
Related articles and case analyses
A CRM people trust
A system becomes the source of truth when the manager makes decisions from it without double-checking with people, not when it's implemented.
What would the company keep if your most experienced salesperson left tomorrow?
The first meeting is free. The answer to that question is a good starting point.