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Customer relations management should never say ”The End.“ So communicating a CRM strategy to your own people should never stop. The better you understand that communication is not a one-time effort, but an ongoing process, the better you’ll be able to drive the point home again and again for a more effective marketing effort.
Communicating CRM strategy isn’t that easy. But it is more than worth it. To succeed, culture change may be necessary throughout the enterprise implementing the strategy. There could be resistance, fear and all those other emotions that lead to behavior that says, “I’m not doing this.” Most of the problems come because of a lack of understanding or a lack of a voice in what’s going on regarding customer relations. The simplest way to deal with this is to continuously communicate with staff about your CRM program and how it affects everyone.
How much of the strategy you communicate and how formal the communication should be depends on your workforce. Regardless of the communication style, the approach should be open and honest, because you have to develop trust to make the strategy work effectively.
Training needs to be part of the CRM process, and trainees should be encouraged to question the strategy—then the training becomes a two-way learning process, helping to refine your program. The trainers can learn something, too, and there might even be modifications to the CRM strategy that come from the education sessions.
Whatever you do, just remember that your CRM strategy is not permanent. CRM strategy needs to be evolving continuously, because the marketplace, customers, technology, and employees are constantly changing. CRM needs to adapt…and so does your approach to communicating about it. Listen to your workforce, partners and suppliers and see if the strategy works for them. They are experts in their domains, and they should be allowed to contribute.
Want to put internal marketing to work for you? Contact O’NEIL Data Systems. Phone 866–659–0824 or sales@oneildata.com.
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