Finally, I am grateful to my classmates and family for encouraging me to complete this research. The interviewees are related to the sales function in various companies, as they are familiar with CRM technology. The result of this research is to find out which feature of CRM technology is related to the salesperson.
CRM technology plays a role in business, such as managing contacts, creating proposals and schedules, creating a sales plan, and geographically planning routes. Consequences for the use of CRM technology stated that there are many perceptions of the use of CRM technology as both positive and negative. The salesperson believes that the use of CRM technology is mandatory, but it does not help in closing the sale or simplifying his own task.
Most companies consider internal effects more than external effects as sales process (Senecal et al, 2007). The salesperson has the duty to develop customer relationships with CRM technology (Tanner Jr et al, 2005). To be a successful salesperson, sales process is categorized as call productivity, knowledge, targeting skill and sales presentation skill (Ahearne et al, 2006).
Most managers said that time should be considered to create long-term relationship with customers in Thailand.
Research Objective
Scope of this research
LITERATURE REVIEW
- Calendar/Reminder System
- Document Data Storage
- Email Marketing
- Internal Chat Integration
- Lead Scoring
- Marketing Automation Integration
- Mobile Access
- Quotes/Proposals
- Segmentation
- Task Management
- Territory Management
- Knowledge
- Targeting Skill
- Customer Relationship
- Call Productivity
- Presentation Skill
- Agility
Salesperson can be aware of time and activities to formulate sales strategy for each customer or prospect. The calendar/reminder system functionality increases the speed of the sales process and call productivity, but neglects customer trust. CRM has a structured format which allows the seller to record details about the customer such as name, contact number of key persons, stages of sales process with date, minutes of sales meeting with customer and sales volume of the product.
How to engage sales with understanding the customer's business driver and implementing solutions delivered to customers is called "customer life cycle" (Greenberg, 2004). Customer relationship becomes strong as a result of sales activities that respond to the need of the customer to facilitate in selling performance. Customer targeting can probably be developed by understanding the customer profile that leads to closing the sale in the sales phase.
Document data storage feature facilitates salesperson to identify action plan and time to contact to approach sales with activity. With the help of message obtained from the preference of the customer, the sales process will be simplified (Leung & Tsou, 2019). Email marketing function improves the loyalty of the customer through key messages to persuade in purchasing product or service.
Using market information will encourage the seller to achieve more sales (Bon & Merunka, 2006). Sales strategies can be quickly changed to situations that increase salesperson agility (Chonko et al, 2013). The seller can identify the customer's needs and tailor the package or the extra service.
Click and call to help the salesperson build a relationship with the customer faster. All sales media such as website or email can be segmented to know customer behavior. According to research, customer segmentation can generate an average 760% increase in revenue (DMA's National Client Email Survey, 2014).
From design thinking, Dashboard can be a bridge between feasibility and viability as a display for seller to monitor (Cahyadi & Prananto, 2015). From this literature, the summary can be made as shown in Figure 1, CRM functions are related to different aspects of sales performance.
METHODOLOGY
Information collecting
Question design
Interviewee list
DATA ANALYSIS
- Calendar/Reminder System
- Document Data Storage
- Email Marketing
- Internal Chat Integration
- Lead Scoring
- Marketing Automation Integration
- Mobile Access
- Quotes/Proposal
- Task management
- Territory Management
However, this feature may not be useless because the organization is not familiar with monitoring salesperson activity through CRM technology. This feature benefits the salesperson in such a way that the salesperson understands the time to approach the customer or client. The downside of this feature is that the organization does not use this feature in CRM software as Outlook may be more easily visible.
However, this feature allows the seller to contact the right customer who has high purchasing potential. This feature is especially useful, but you have to see it because the interface is not user-friendly.”. The relationship with the customer can be increased because this feature allows the salesperson to contact the customer from time to time.
As Greenberg said, this feature can be used to understand customer needs and implement a solution for the customer. This feature allows the salesperson to view customer information, such as a doctor's specialty in pharmaceutical sales. This feature can increase call productivity as the location of the salesperson's visit needs to be monitored and recorded.
The most important factor in the sales process is agility, from which the seller benefits from this feature.
CONCLUSION/RECOMMENDATION
- Conclusion
- Theoretical recommendation
- Managerial recommendation
- Limitation & Further research
To collect data and turn it into a sales strategy, CRM technology has played an important role for salesperson. There are various features in CRM software that increase customer relationship, agility, call productivity and targeting skill. Presentation skill of sales person did not gain with CRM function connected to email marketing.
The core message in email marketing is not closing a sale, but maintaining the relationship with the customer. This research showed that only one in twenty-five salespeople applies this information in the job and converts the information into a sales strategy. Based on this research conducted by different salespeople in different industries, this is subject to different results because there are more factors to understand in a particular industry, such as the sales environment, the target group and the organization.
You can use this document to adapt CRM technology to collect data that is valuable to businesses. An organization can design the interface of CRM technology according to the sales environment, target customer and organizational structure so that the collected data is effective for a profitable sales strategy.
Email Marketing in the Age of the Empowered Consumer, Journal of Research in Interactive Marketing, Vol. FACSEM: A Factor Structural Equation Modeling Methodology Applied to Cross-Cultural and Cross-Industry Drivers of Customer Evaluation, Journal of Service Research 6 (1):3–23. Sales Management: Analysis and Decision Making, New York and London: Routledge, Taylor et Francis Group.
The Impact of Incentive Frame Format and Language Congruency on Readers' Post-Reading Responses to Email Advertisements, International Journal of Contemporary Hospitality Management, Vol. An Analysis of Current Training Areas Perceived as Desirable by Sales Managers, Journal of Applied Business Research, Vol. The Impact of Negative Life Events on Salesperson Relationships with Customers, Journal of Business & Industrial Marketing, Vol.
Impact of CRM technology on sales process behavior: empirical results from the US, Europe, and Asia, Journal of Business-to-Business Marketing. A conceptual model of the drivers and outcomes of mobile CRM application adoption, Journal of Research in Interactive Marketing, Vol.
