Making the Most of eCRM

Get the most value from your online customer relationship management program
By Denise Brown No matter which eCRM program you choose for your business, you aren't making the most of eCRM if you aren’t using all the services offered by your provider. Training should be part of your online customer management software program.
 

If you haven’t fully implemented the online CRM tool, be sure to use everything that is available to you as part of your fee and make sure everyone with access to the eCRM has the proper training. Making the most of eCRM also means developing a plan to use it. In order to do that you need to:

1. Devise an action plan to put the full services of the online customer management system into operation.

2. Monitor the eCRM regularly to gather the data you need for your business.

3. Analyze the eCRM services periodically to make sure you are getting the data you need specifically for your business.

Hire eCRM consultants to help you make the most of the program

Let online customer service experts help you set up your program. They can also train your staff. In some cases the host of your online CRM service may provide these services. Make sure you take advantage of this if they do.
Try: Trinity Business Management offers consultancy services for online customer relationship management. Use its free marketing and sales audit tool to assess the efficiency of your sales force. You can also hire the eCRM consultants at Access Sciences to make sure you are getting the most value from your customer management online services.

Gain knowledge of e-CRM principles

Apply this knowledge to your particular business. No matter what online CRM program you use, if you're still not getting sales, something is not right. Learn what it takes to make the sales you need.
Try: Read the article on implementing e-CRM at Vendor Guru. The editors from CRM Magazine list 12 steps on implementing a successful off-line and online CRM program. The information is available on its destinationCRM.com website.

Be ready to use innovative new ideas with your online CRM program

Gather ideas of what is working for other companies. Try it for your business. If it doesn't work, keep looking. If it does, continue to fine-tune your program to make it work successfully for you.
Try: Marketing Direct features innovative ideas for making the most of eCRM. Data Management Review and SourceMedia offer ideas for measuring the success of your customer relationship management online program.

• If your eCRM online program allows you to create multiple databases, use the eCRM to manage other files in addition to sales. For example, you can use it to manage accounts receivable as well as accounts payable. With a detailed database function, you can track any vendor you buy goods or services from.