The Key to Successful CRM

A recent Harvard Business Review article reports that many CRM implementations, in a wide range of organizations, fail more than they succeed. The article proposes that failure is the lack of focus on the “R” in CRM, which is Relationship.

CRM is often deployed to collect quantitative metrics, numbers, KPIs, etc.

But relationships are not quantitative. They are qualitative, and they begin within an organization; between management and the sales force, between departments across the organization and extending to customers, potential customers and partners.

Founded in 2007, Cincinnati based NexGen Consultants, a Silver level Salesforce.com consulting and implementation partner, understands the key to successful Salesforce CRM implementations and how to help their clients achieve that success.

Matt Mountain, founder and coowner at NexGen says, “All CRM systems can track account, contact, activity and opportunity management, so why do some of these projects fail? They fail because the systems are viewed by many users as “big brother” in that the sales team (for example) has to take the time to document their activities but it provides no benefit to the user. My motto is that for every 1 minute I have to enter data into Salesforce, the system must save me 2 minutes. Once you design a system that follows this formula, you have a successful CRM deployment.”

The largest Salesforce partner in the area, NexGen differentiates itself through its culture of independence. NexGen consultants have broad experience and in-depth knowledge of the product. They know how to implement Salesforce across a range of industries - financial services, health care, manufacturing and non-profits. Consultants are highly trained with a strong customer focus and relationship orientation. They know that a successful Salesforce project is dependent on developing a clear understanding of a company’s motives, processes and desired outcomes. 

NexGen works iteratively with management and people from departments throughout the company to make sure the Salesforce implementation provides payback across the board. The rich sophistication of the Salesforce system is used to make it easier to accomplish goals important to the individual and the company. The elimination of administrative work and non-value-added tasks make more time for selling and closing more deals. Automating much of the day-to-day workflow processes in Salesforce have proven to save a significant amount of time for users. 

Salesforce, by incorporating advances in data analytics and artificial intelligence, provides far richer capabilities than have been available in earlier CRM products. NexGen Consultants’ professionals work with clients to gather their initial requirements and, within a few weeks, NexGen presents a prototype of the application so that users can provide feedback and begin testing the application. An iterative development process is established to refine functionality and gather new requirements. Many clients don’t know everything that Salesforce can do, so it is not expected that all of the requirements are known up front. Once clients are shown a prototype with their requirements, plus some features not requested, lightbulbs go off in their mind as to what else they can do with the system. 

This methodology helps the client build a Salesforce system attuned to the culture and unique nature of their business. 

NexGen provides additional value to its clients beyond the Salesforce implementation. Regularly scheduled webinars as well as product update notifications are available, so clients can enhance their Salesforce application as updates and new features are released. This continued service allows clients to take advantage of new releases from Salesforce and also makes it possible for clients to learn about and access applications developed by thousands of 3rd party developers of Salesforce add-ons.

NexGen Consultants serves clients throughout the United States. However, based in Cincinnati, they have a strong attachment to the community and a desire to help it thrive. Lead by Matt Mountain, NexGen is working with Clovernook Center for the Blind and Visually Impaired. Clovernook’s mission is “to empower people who are blind and visually impaired to be self-sufficient and full participants in their communities.” Mountain and NexGen are promoting the benefit of employing people who are blind and visually impaired to work in call centers and many “back office” jobs within a business. Mountain says, “Someone who is blind or visually impaired is a much better listener and much more empathetic than people that have their full vision. Between technology advances and their work ethic, my mission is to make Cincinnati a national leader in reducing the 70 percent unemployment for the blind and visually impaired.”

For more information, call 513.206.9935, email matt@nexgenconsultants.com or visit www.nexgenconsultants.com.