It’s no secret that technology, specifically automation, is rapidly changing the way we live, think, communicate, and do business. From quicker checkout lines to smarter and more efficient manufacturing operations, manual processes are increasingly being replaced by machine-led techniques, and nowhere does this ring truer than in Customer Relationship Management (CRM).
Whereas traditional legacy systems were scattered around an office location, or even between multiple locations, often requiring painstaking work to locate key data and mine it for value, today’s CRM solutions are leaner, more compact, and take advantage of automation technology in a way never before possible.
On the Salesforce1 platform specifically, features such as the Lightning Process Builder, which turns business processes into graphical representations that can easily be triggered to control specific actions, as well as Workflow Rules and Flow, mean that even the most complex operations are now simpler, quicker, and more accurate—and the benefits are tangible. When teams are working smarter, they have more time to devote to the business, and less time digging around for customer and project information means they have more time to actually engage these clients. As a result, efficiencies are gained across the enterprise, customer satisfaction is higher, and performance is improved.
Making the switch to an automation-enabled CRM solution is an excellent first step toward integrating automation technology into your workplace. Some tips to make the transition easier include:
Consider the 80/20 Rule
In the early 1900s, Italian economist Vilfredo Pareto came up with a mathematical formula that essentially stated that twenty percent of people in his country owned eighty percent of the wealth. This concept has been adopted over the years to apply to business as well—often, 20 percent of causes produce 80 percent of results. To this end, when considering where automation may best be applied within your business, and to make sure you get the highest ROI possible, consider which processes are responsible for a majority of the major outcomes and goals you’re trying to reach, then consider how they can be made faster and more reliable with automation.
Don’t Forget the Cornerstones
No matter how robust of a solution you’re looking at, or how many processes you want to improve, automation technology can’t take the place of a solid groundwork of proven data models (objects, fields) and security models (user roles, profiles). Even without the addition of automation, these steps should be able to be performed manually—and well—on their own, including CRM features built into the Salesforce1 platform. By taking the time to make sure these basics are in place, you’ve got a safeguard in the event that any automation fails, and you’ve given yourself a great starting point for any future technology integration.
Take Your Time
Making the switch to automation is a process, one that requires iterative updates, tweaks, and improvements along the way to make sure you’re getting the most out of your new system. Instead of approaching the switch as a one-and-done deal, looking at it as a journey helps prepare your teams for the task of continually monitoring operations to make sure they’re working at top capacity, then reviewing any areas that might need adjustment. The good news is, once a proven platform is in place, these types of changes and needs are more easily identified—and addressed.
While there may always be the need for manual operations, today’s innovative automation capabilities are helping employees perform better at their jobs than ever before. Integrating this technology into your CRM system can make all the difference in customer engagement, project tracking, and agent responsiveness. Consider making the move today—and start recognizing the value immediately.
Wright, David, “Operate at Lightning Speed: A Guide to Automating Business Processes on Salesforce1,” Bluewolf, December 10, 2015, http://www.bluewolf.com/bluewolf-now/operate-lightning-speed-guide-automating-business-processes-salesforce1.