JUL 17 BY HEATHER WEIR
It’s All About the Salesperson: Taking Advantage of Web 2.0
Executives and management have benefited greatly from Customer Relationship Management (CRM) applications, gaining critical insight into managing their business and driving revenue, productivity, customer satisfaction, and profitability.
As Web 2.0 has significantly changed the online behavior of consumers, a new evolution is similarly occurring in the enterprise. Users expect contextual information to always be a click away. Applications need to be easy to use, and they need to conform to the way users work and the way they became dependent on the experience of peers in many aspects of their daily lives.
Buyers are now savvier than ever and expect more from their sales representatives. For many businesses, selling is more about relationship-building and less about transactional order activities. Nowadays, In order to stay effective, salespeople need tools that support the social nature of selling relationships, contextual information at their fingertips, and focused, easy-to-use applications that serve a singular purpose.
Enterprises are seeing the potential value that Enterprise 2.0 can bring through improved user productivity, enhanced user effectiveness, and decreased costs. Intellitek Systems refers to Enterprise 2.0 in a sales, service, or marketing context as “Social CRM”. Below you can read more into detail about some of the benefits that Social CRM offers.
Business Collaboration at its Best
Employees are the most important assets companies have, and the collective wisdom these people bring to bear can be a key competitive differentiator. In order to fulfill the business need to do more with less, salespeople need to work smarter, not harder, by leveraging others to continuously improve results.
By leveraging the collective intelligence of the community, enterprises can foster previously untapped opportunities for collaboration and innovation. With this “network effect,” business users are empowered to develop content that meet the changing needs of the business and share these with the community. Social networks, ratings, reviews, and tags change the way communication flows across the organization. Valuable information is shared by users of the community, not controlled by a centralized management authority.
Focused, Intuitive, and Easy-to-Use Applications
Just as consumers have single-focused tools targeted at specific activities, salespeople need standalone applications that help them identify the best prospects, conduct sales campaigns, and delivers the most compelling sales presentations. To be useful, these applications require virtually no data entry and must be equipped and ready to deliver benefits instantaneously, without the need for training or a user manual. Social enterprise applications model sales activities and capture data as sales users go about their daily tasks, rather than requiring users to enter data afterwards.
Contextual Data a Fingertip Away
Sales representatives can now have data they need, when and where they need it. Mashups allow business users to assemble innovative, composite applications from many available sources - spanning Internet and enterprise content - to pull information from various services and embed them into an application or portal.
For example, a mashup of data mined from an internal customer repository system combined with information gleaned from external business systems can provide sales representatives looking for upsell opportunities with insight into what products were typically purchased by similar customers. By providing contextual information within a single application, sales representatives increase productivity and improve the way they work.
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