9.2 Audit | Ch. 9: Follow up | #sellercourse

Summary

This video outlines the process and benefits of conducting a CRM audit. It emphasizes the importance of user adoption, data quality management, and process optimization. Through regular audits, businesses can ensure accurate data entry, improve workflow efficiency, and enhance productivity. The audit process involves key participants such as team leaders and CRM administrators, focusing on actionable insights and reducing common issues like missed sales follow-ups and incorrect data allocation. The video highlights the significance of senior management's involvement and data privacy measures, aiming to help businesses achieve successful CRM implementation.

Takeaways

• 😀 CRM audits are free, non-obligatory services aimed at helping customers successfully implement CRM.
• 😀 Customer adoption of CRM increases by identifying and correcting data entry mistakes through regular audits.
• 😀 Review meetings, involving team leaders, ensure proper monitoring of CRM data entries, improving user adoption.
• 😀 Data quality management (DQM) identifies missing or incorrect entries in CRM, such as leads, tickets, and calls.
• 😀 CRM audits help reduce data duplication and process inefficiencies, improving overall productivity.
• 😀 Data privacy is ensured through an NDA, and only CRM dashboard and report data are reviewed during the audit.
• 😀 The audit process provides actionable insights on which processes need to be optimized or updated.
• 😀 Regular monitoring and involvement of senior leadership are key to successful CRM implementation and usage.
• 😀 Discipline in CRM data entry is crucial; if senior teams don't monitor, adoption and accuracy suffer.
• 😀 CRM audits can be done independently by customers using their own reports if they refuse external access.
• 😀 The audit process should start every 15 days, eventually extending to monthly or quarterly checks for continuous improvement.

Q & A

What is the purpose of the CRM audit mentioned in the script?

The purpose of the CRM audit is to ensure successful implementation by helping customers identify issues and improve their CRM usage. It is a free, non-obligatory service aimed at guiding users to enhance their CRM process and ensure data quality.

How does the CRM audit benefit the customer?

The CRM audit helps customers by improving user adoption, reducing stress, and enhancing productivity. It ensures that CRM data is accurately entered, avoiding duplication and errors, and helps the team monitor performance and progress.

What is Data Quality Management (DQM) in the context of this CRM audit?

Data Quality Management (DQM) involves ensuring that the data entered into the CRM is complete, accurate, and trustworthy. It includes reviewing whether entries are being made correctly and whether key fields, such as customer type or industry, are properly filled out.

What does PQM stand for and how does it contribute to CRM success?

PQM stands for Process Quality Management. It ensures that CRM processes, such as sales follow-ups and ticket assignments, are followed correctly. It helps monitor overdue tasks, correct wrong assignments, and ensure that critical CRM processes are not missed.

What are some common observations when conducting a CRM audit?

Some common observations include the lack of monitoring by senior teams, poor user adoption, and incomplete data entries. These issues arise when team leaders or managers do not actively check or guide the team in using the CRM effectively.

Why is it important to involve senior leadership in the CRM audit process?

Involving senior leadership, such as bosses or team leaders, is crucial because they set the tone for CRM usage within the organization. If senior leaders do not monitor or use the CRM themselves, it is unlikely that the rest of the team will follow suit.

How does the audit address data privacy concerns?

The CRM audit respects data privacy by only accessing CRM dashboards and reports, not modifying the data within the system. An NDA is signed to ensure that customer data is not used or sold, and only necessary information is reviewed for audit purposes.

How frequently should the CRM audit be conducted?

Initially, the CRM audit should be conducted every 15 days. Over time, it can be done every month, two months, or three months, depending on the needs of the organization. Regular audits help ensure continued successful CRM implementation.

What role does the team leader play in the CRM audit process?

The team leader plays a key role in monitoring the CRM data entries and ensuring that processes are followed correctly. They participate in review meetings where data quality is checked, and actionable insights are discussed to improve CRM usage.

What happens if the senior team does not monitor CRM usage?

If the senior team does not monitor CRM usage, it leads to poor data entry, missed follow-ups, and incomplete records. The team may not be motivated to use the CRM properly, affecting the effectiveness of the CRM and the overall business process.