This article shows how organisational structure can affect CRM…
At the time that I wrote about customer service and marketing department in a customer centric enterprise, I have talked about organizational culture. When we talk about culture generally, it has to do with the way of life of a particular group of people. In this article, without much ado, I want to look at how organizational culture and sales department can work together in order to achieve sales success.
In order for an organization to have a suitable culture that will work perfectly for a customer centric enterprise, they must have a stable and enthusiastic sales force who are ready to be relationship managers. That means the sales team must be ready to shift their attention away from product to customers and find ways of raising the exit barrier for customers.
One basic feature of a customer centric enterprise is that they have the ability to put themselves in customers’ shoes. Doing this allow them to focus their attention on customers and pre-anticipate and determine what customers are likely to be looking for in their products or services.
Now the impacts…
#1 Minimizing overhead
When an organization is moving from a product centric to a customer centric enterprise, since they believe it is all about products and products alone, they always have a large number of sales force but when an organization begins to move towards customer centricity, they now try to find ways by which customers can now serve themselves.
This is been done in order to reduce the cost of sales staffs. A good example is an e-commerce website where marketing, sales and customer service is been combined in one place.
#2 Grounded knowledge
One other feature of a customer centric enterprise sales force is that they have vast knowledge of their customer base. They know the distinguishing characteristics of their customers as well as what is motivating their customers to buy more from the organization. You have to know as a relationship sales representative person in a customer centric enterprise in order to serve them better.
#3 Independent channels
Organizations that also engage in business to business channels at times do perform better than organizations that want to relate directly with customers. You should know when you are able to manage your customers very well, and let your partners know where you stand as far as your customers are concerned. Then you will perform better. This will help you to reach out to more customers. Having an independent channel will allow organizational culture and sales to work together for sales success.
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