1Entities and stages
Customer, deal, order, and criteria for moving on based on the customer's actions.
CRM and Customer Management
The customer base as a working system. We design the logic of working with customers: what counts as a deal, what data is required, how repeat sales are created. Regardless of the platform.
Sound familiar?A customer's history is kept in chats and personal spreadsheets, Salespeople handle deals differently, Repeat sales depend on the team's memory
CRM and Customer Systems
How we work
1
2Required data
A minimal set: stage, date of the next action, reason for loss from a list.
3Repeat sales
The next step after a deal is assigned by the process.
4A data owner
One person who looks after quality and removes what isn't needed.
Sound familiar?
- A customer's history is kept in chats and personal spreadsheets.
- Salespeople handle deals differently.
- Repeat sales depend on the team's memory.
What usually lies behind it
The customer base is part of the company's value. It stops being an asset when the history of relationships lives in personal chats. The test is simple: if a salesperson leaves tomorrow, what does the company keep, a list of phone numbers or the history of each customer with context?
What you get
A documented logic for the customer base.
A minimal set of required data.
Rules for repeat sales and for working with customers who are leaving.
The cost of waiting
If nothing changes
- 01
Customer context will keep getting lost.
- 02
The manager won't see the real pipeline.
- 03
Repeat sales will stay a matter of chance.
When you don't need this service
- The logic is clear, and you only need to implement a system. Then CRM implementation.
- There are few sales so far, and the process hasn't settled. The launch or building a sales team comes first.
How to tell it worked
Handing over a customer
whether a new employee can take over a customer without losing context.
Repeat sales
the share of revenue from returning customers.
Dormant customers
whether you can get a list of those who haven't bought for six months within a minute.
Questions
Does this require a particular CRM?
No. The logic is built before choosing a platform and carries over to any of them.
What should we do about customers who left?
Ask them for the reason in their own words. The reason for leaving almost always differs from the one named inside the company.
Who is the data owner?
One person, not a department. Their job is to look after data quality.
Related
Services: CRM Implementation · CRM Automation · amoCRM Implementation Materials: A CRM people trust
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Public company case analysis
Hershey
In 1999 Hershey launched new systems before Halloween and could not fill $100 million in orders, even though the goods were in the warehouse. A case analysis.
