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Optimizing CRM processes with role-based workflows

by Employee on ‎09-20-2012 09:00 AM

CRM is more than a database; it is a way of optimizing the work of sales, marketing, and customer support within your business. In order to maximize productivity and leverage the full value of your CRM system, it's essential to be able to fine tune it in ways that support the unique needs of your organization—and the different people within it.

 

By adjusting your CRM system to accommodate the needs of your business, your staff, and your industry, your company will ultimately benefit in several important ways. Optimized sales, marketing, and customer service processes within your CRM can result in:

  • Better efficiency across everyday tasks, so your sales, marketing, and customer service professionals can improve productivity and respond to customers faster.
  • Essential tasks are accomplished automatically when predefined conditions trigger action, so all sales opportunities are addressed and moved forward in the process.
  • More meaningful data and insights from your reporting and analysis.

 

Creating role-based workflows

To optimize your CRM, you will want to create standardized, repeatable workflows for the major stakeholders of your customer experience: sales, marketing, customer service or support, and management. The key to role-based workflows is automation. Ideally, you want your CRM system to monitor incoming customer data and when predefined conditions are met, either alert the right personnel—or better yet—kick off the appropriate tasks automatically.

 

Here are a few examples of the automation possible using role-based workflows in Sage SalesLogix:

  • Scheduling follow-up activities when an opportunity does not close in a prescribed timeframe.
  • Updating customer history based on incoming emails from customers.
  • Automatically scheduling follow-up prior to contract expirations.
  • Alerting sales representatives to contact customers ahead of pending product price changes.
  • Producing sales quotes and proposals and routing for internal approvals.
  • Distributing management reports on a regular schedule.
  • Running a special report when triggered by a specific condition, for example, a sales pipeline report when near-term opportunities fall below a certain level.

 

Fine tuning for your industry

As you create role-based workflows, you might want to make some simple adjustments within your CRM system to reflect the way your industry does business. This might involve:

  • Adding extra data fields to capture additional industry-specific information.
  • Customizing reports to reflect the best indicators of performance for your line of business.
  • Designing forms such as sales letters, quotes and proposals, or invoices for clarity and effectiveness with your type of customers.
  • Adjusting the parameters of the alerts and triggered activities within your workflows to reflect your company’s sales cycle.

 

Sage SalesLogix is an extremely flexible, customizable CRM system—capable of adjusting to the needs of your business and your employees. Learn how to take advantage of role-based workflows by visiting our website.

Comments
by Gold Super Contributor RJLedger
‎09-20-2012 11:10 AM - edited ‎09-20-2012 11:11 AM

Been doing these kinds of things for years w/Windows/LAN and Web clients using #TaskCentre ;-)

 

Also works great w/teh new Mobility client app.

by joecassidy
on ‎09-21-2012 06:03 AM

Great article.  This approach can be extended further into role-based UI with a product called TKDialogs (www.teamknowledge.co.uk). This makes it easy to develop highly customizable front-end scripts for Sage SalesLogix (and other) data; e.g. for sales qualification, lead generation, customer services, etc. The benefits are: reduction in training and transaction times, accuracy of data capture, better customer service and, above all, much greater user adoption of CRM.

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