Many years ago, I wrote a few pieces on how & where social media interacts with a business' CRM strategy.
Across those pieces, I considered how to bring a business strategy in line with employees. Sounds odd, I know, as many would consider the latter to fall in behind the former. However, despite statistics that may suggest otherwise, a "war for talent" is back in full swing. Still, the view is that the war is back to a peak not seen since pre-recession days - the American Society for Training and Development noting that over three-quarters of roles in 2015 will require STEM skills - skills that not enough of the population have to offer employers.
So, linking those ideas back to a personal interest for me (executing a CRM strategy so that everybody really "gets it"), let's talk about employee engagement & how that intersects with a CRM strategy.
By way of background ...
In an increasingly frictionless world, where sourcing & buying from alternative suppliers is as easy as a few mouse-clicks, smart companies choose to compete on another level: delivering service excellence to acquire & retain customers. Harnessing these "knowledge-based" skills means operating a business with engaged employees - ones that are willing to invest their talent ensure the organisation succeeds.
So, what does engagement mean to employees ?
Well, there are a number of levers that can be used in support of customer relationship management efforts:
So, what does engagement mean within a CRM strategy ?
In my experience, the best implementations are where key points are addressed:
Another point to consider is CRM disconnect within a company: "Doing CRM" in just one department undermines effort in one team when they come to dealing with other departments. Why? Collaboration falters & a typical customer journey is interrupted, with subsequent damage to brand value a distinct possibility. And, employee engagement runs the risk of going down.
Any CRM strategy needs to be company-wide & have employees at its' heart. Anything less just dilutes strategic effort & spend.