01
Relationships
Companies, people and contact history in one context.
CRM
CRM — customer relationship management
CRM helps answer who you are talking to, what has been agreed and what comes next. It connects marketing, sales and service around each customer.
01Guide / CRM
The customer relationship has a history
The common file includes the organization, contact persons, conversations, offers and open cases. The inquiry is received by the guardian and a response deadline. A sales opportunity describes a real topic, stage and next action, not just the name of a potential customer.
We agree on the rules for qualifying contacts and eliminating duplicates. Sales based on inquiries look different than cyclical service to regular customers.
02Guide / CRM
Example: inquiry, offer and further service
The form forwards the query to CRM. The salesperson completes the needs, prepares the offer and plans contact. After approval, the system can create an order in ERP. When a customer reports a problem, the service person sees the history of findings.
In the absence of the guardian, the case should be forwarded to the deputy along with the context. This is where the organization of data and tasks does more than just registering phone numbers.
- Inquiry
Source, need and contact person.
- Conversation
Guardian, arrangements and next step.
- Services
Variant, value and expected date of the decision.
- Service
Result, forwarding and further contact.
03Guide / CRM
CRM frontiers and integrations
Invoicing, stock levels and order fulfillment may be handled by other systems. We define the customer identifier, the source of pricing and the direction of data exchange. Correspondence and files also need access and archiving rules.
Reports should indicate stages, reasons for failure and next steps. We do not reduce the evaluation of the team's work to the number of clicks in the application.
04CRM features
A relationship involves more than an address book
A shared file helps the team recreate the context of the conversation. It is worth separating the company, its employees, the sales opportunity and the post-sale report - each of these objects has a different story.
We choose the scope based on the team's work, not the number of available fields. The report should lead to decisions: who to respond to, where the offer is stuck and which report requires action.
Sales
Opportunity pipeline, offers, tasks, calendar, assigned caregivers and outcome drivers.
Marketing
Segments, query sources, recipient lists and activity history within the agreed scope.
Service
Applications, deadlines, documents and information needed after the sale.
Customer self-service
Portal with selected documents, case status and the possibility of providing information.
05Selection and implementation
Start with one team and organized contacts
The signals for implementation are scattered arrangements, repeated questions and the lack of a responsible person. Before import, we determine duplicates, common dictionaries and who can change customer data.
The pilot should cover some real cases from inquiry to result. Users check whether recording information is a natural part of the job and whether the next person understands the context without an additional phone call.
Questions and answers
Before making a decision
Does CRM have to replace ERP?
NO. It can handle the relationship and forward orders to the ERP. The scope of both systems must be clearly separated.
Does CRM replace invoicing software?
It doesn't have to. CRM can be responsible for relationships and sales, while documents and settlements remain in the ERP or financial system. Integration combines these responsibilities.
What about contacts in spreadsheets and mail?
We determine the scope of data to be transferred, sort out duplicates and check connections. Not every old message needs to be sent to an active process.
Let’s start with a conversation
How will CRM help your team?
Describe the data-missing decision and your current workflow. We will determine the scope of the solution and the role of existing tools.
Discuss CRM needs