Common CRM Management Tactics

By Neil Zawacki
Updated: March 28, 2011

A CRM system needs to be properly managed in order to be effective. Employees from different departments are going to be adding and accessing data on a regular basis, as well as generating reports, and a disorganized system can result in accidental changes being made and the unintentional loss of information.

The company should start by choosing a CRM manager. This decision is typically based on the focus of the CRM system . If there is a special emphasis on customer service, then that manager will normally be in charge of the system. If the sales department is designated as more important, then the sales manager will probably be charge. If there is no specific focus for the CRM system, then management is generally divided between the heads of the different departments.

Once the CRM manager is established, the next step is to determine the access level for each of the employees. There are typically four choices available: User, Business Unit, Parent: Child, and Organizational.

User allows the employee to perform actions on records they have created, records that have been shared with them, and the records of any team that they belong to. Business Unit is similar to User, but the person can also access and change the record of any employee who is part of the same Business Unit. Parent: Child allows the person to access and modify the records of Business Units that are designated as subordinate to them. Organizational is top tier and grants the person total control over any record in the system.

Most employees should be granted Unit access, if just to prevent them from making changes to information unrelated to their department. Business Unit access is typically given to people who represent or supervise a specific business function (sales, marketing, etc.) Parent: Child access should be granted to the managers of the different departments, while Organizational access is generally limited to the overall administrator or administrators of the CRM system

CRM maintenance is normally performed by an IT specialist. This will often be an employee of the company, but the work can be outsourced to an external agent if needed. The person will be in charge of backing up the databases and making sure the database indexes are fully optimized. This is typically done each day, though it can be done less frequently if manpower or funding is a limiting factor.

The CRM manager should also make use of Key Performance Indicators to manage and improve the system, since they can potentially reveal which CRM techniques are effective and which ones are not. This is often accomplished through surveys that are filled out by the customers and collected in a spreadsheet. You can also track the visitors to the business over an extended period of time through website traffic. If there appear to be any notable trends or concerns, the CRM manager can let the other employees know and have them adjust their tactics accordingly. 

Featured Research
  • 8 Reasons SMBs Should Invest in a CRM

    Adopting a CRM platform early offers many advantages, including the fact that it increases the odds of long-term success. While the cost of CRM software used to be prohibitive for most small businesses, this is no longer true. Cloud-based solutions have made the pricing much more competitive, and as many as 87% of companies now rely on them for their CRM software. more

  • 7 Ways Your CRM Helps Convert Leads

    Failure to convert interested leads can impact your bottom line drastically and simultaneously increase your operational costs and decrease your profits. The most common reason for this failure is lack of follow through from a sales team. Did you know that 74% of CRM users said that their CRM gave them improved access to customer data? And that by properly implementing a CRM, a business could shorten the sales cycle by 8 to 14%? more

  • Is Your CRM a Liability

    Is your CRM a liability? Before you answer too quickly with a no, just think about all the advancements that have taken place over the years regarding this technical solution. In fact, just in over the past decade there has been a dramatic shift away from on-premise systems to cloud based solutions. more

  • 12 Must-Have CRM Features

    Having a CRM is absolutely essential to any modern day business's success. In fact, 91% of companies with 11+ employees now utilize a CRM solution in their business. When making the decision to purchase or upgrade your CRM solution, it can be quite overwhelming determining which features are essential to your success versus those that pack more fluff than punch. more

  • Making the Case for a New CRM

    Did you know that having an outdated CRM is just as bad as not having one at all? Do you find yourself working even just a little too hard to make your current CRM work to maintain your contacts and relationships? While it is increasingly more difficult to reduce customer churn, modern CRM tools are much more powerful and provide much more opportunity to develop stronger relationships with your clients that can provide more stability and revenue to your company and bottom line. more