What CRM Admins Need to Know about Customer Centricity
Most CRM Admins work in a heavily task-driven environment. As CRM has shifted from a sales tool to a real customer (even company) management tool, CRM Admins have tasks coming from an array of departments spanning a number of strategic priorities. Often it is more than a full-time job just to keep up with the fires.
However, in order to execute on these task to meet business objectives, a CRM Admin in today’s business also needs to understand the importance of customer centricity and the driving factors for the shift in the role of CRM.
Omnichannel data points aren’t going away.
Customers are demanding, even forcing, multi-channel communication with businesses. Your company no longer controls how data is being provided. It is critical for CRM Admins to help every department across your organization build a process for not only collecting this data but the ability to use this data to meet business objectives and customer expectations.
SaaS software will continue to create data silos.
SaaS usage is growing so rapidly the market research can’t even keep up with the economic impact cloud-based software is having on business. Because cloud-based software is readily available at a low cost, many departments are adopting software as part of key business practices without even consulting IT teams. This means data silos are being created without you even knowing it. Key customer data is living in the cloud and may not be available to the people in your organization who need it. Customer frustration is brewing as they find companies out of touch with their needs because they don’t have a complete picture of the relationship. CRM Admins have the power to change this by being the primary drivers of #saynottodatasilos through intelligent CRM integration solutions. SaaS integration is essential but the different departments won’t get a complete picture of how this works without the understanding of what CRM can be for their business.
CRM is the key to centralization.
The only way to truly provide a streamlined customer experience is to centralize all data points. What better place to centralize in your CRM? It is the CRM admins job to spearhead this message throughout the organization in order. Without the centralization of data true customer centricity can’t occur. In the past, this collection of data across technology sources could have been nearly impossible but today’s solutions for data integration are changing the landscape and giving CRM Admins the key. Different departments are only going to buy into this strategy if CRM Admins make it easy not only to get the data into the CRM but also have a plan for being able to act on the data.
I recently read an article, and to my surprise it was from 2007, talking the very concept of centralization of data in CRM. This is not a new concept but a nearly impossible one to execute if CRM Admins don’t understand their role in the management of customer experience. CRM Admins can no longer afford to execute task just to check them off their lists. CRM Admins need to help their organization understand how CRM can drive customer centricity by harnessing the centralization of data in CRM.