How CRM can help Man­u­fac­tur­ing In­dus­try to en­hance their pro­cesses

PCQuest - - CONTENTS -

Man­u­fac­tur­ing in­dus­tries are gen­er­ally more fo­cused on man­ag­ing and op­ti­mis­ing the pro­duc­tion process. Also, since ac­count­ing is manda­tory, when they look for au­to­ma­tion they will look for a soft­ware plat­form which can han­dle fi­nance (in­clud­ing ac­count­ing) and in­ven­tory (in­clud­ing man­u­fac­tur­ing). Ba­si­cally their fo­cus is on the pos­si­bil­ity that the soft­ware, gen­er­ally known as ERP, should also have mech­a­nism to han­dle tax­a­tion for­mal­i­ties and cal­cu­la­tions.

Gen­er­ally the most ig­nored com­po­nent in any man­u­fac­tur­ing in­dus­try is the Sales and Mar­ket­ing process. So ob­vi­ously the need to au­to­mate and trans­form Sales and Mar­ket­ing func­tion also comes down in the list of pri­or­i­ties. That is the rea­son gen­er­ally man­u­fac­tur­ing units don’t fo­cus much on im­ple­ment­ing a CRM sys­tem for their Sales and Mar­ket­ing team.

How­ever CRM not only can help Sales team to per- form bet­ter but its pos­i­tive ef­fects can be seen over the en­tire or­gan­i­sa­tion. It’s not only the Sales team that will ben­e­fit. We need to deep dive into the topic to un­der­stand it bet­ter.

How CRM can help Man­u­fac­tur­ing In­dus­try to en­hance their pro­cesses. 1. Sales are so­lu­tion for ev­ery prob­lem:

As the man­age­ment the­ory goes, a good Sales fig­ure will take care of many smaller prob­lems in any com­pany. Be it prof­itabil­ity or cash flow or even morale of the team, a good sales fig­ure takes care of all. So, without the dread of be­ing over­stated we can say that, Sales is the cure for most of the ill­ness an or­gan­i­sa­tion might have.

2. Mea­sur­ing ef­forts and see­ing re­sults:

Sales fig­ures are re­sults of Sales and Mar­ket­ing ac­tiv­i­ties done by the team. Re­sults are not in our hands but the ac­tiv­i­ties can be man­aged.

In case of the ab­sence of proper CRM, since ac­tiv­i­ties are not mea­sur­able, peo­ple turn a blind eye to it. The pri­mary fo­cus hence shifts to the re­sults and then the spec­u­la­tion on the prob­a­ble causes of not be­ing able to achieve them. This leads to lots of stress and dis­trust amongst team mem­bers.

3. Sales is never done in iso­la­tion.

Es­pe­cially in a Man­u­fac­tur­ing In­dus­try, most of the times, Sales is not a one man Job (or one meet­ing Job for that mat­ter). Tech­ni­cal team is in­volved for show­ing POC (Proof of Con­cept) or demo; Fi­nance team may be in­volved for send­ing and val­i­dat­ing pro­pos­als and quo­ta­tions. So if a proper CRM is im­ple­mented it will make man­ag­ing and val­i­dat­ing the en­tire process of Sales, in dif­fer­ent stages and by dif­fer­ent team mem­bers, a piece of cake.

4. Sales Pro­jec­tions.

How can you de­cide what to pro­duce, if you don’t know what you are go­ing to Sell. CRM helps here in two ways (a) giv­ing Sales Pro­jec­tions based on en­quiries and deals/op­por­tu­ni­ties on hand and (b) un­der­stand­ing trends and cus­tomer buy­ing pat­terns. This can help to for­mu­late strate­gies for both short and long term.

5. En­tire Cus­tomer Life­cy­cle on one plat­form.

Cus­tomers’ jour­ney with your com­pany starts much be­fore they buy your so­lu­tion. The Sale hap­pens, then erec­tion, in­stal­la­tion and com­mis­sion­ing is done which is fol­lowed by after-sales ser­vices. Lots of team mem­bers from your com­pany con­tact lots of dif­fer­ent mem­bers from the cus­tomers’ end. CRM can pro­vide you with the en­tire his­tory of all the in­ter­ac­tions done above.

6. Get­ting Whole Pic­ture.

Nowa­days, be­cause of mas­sive use of Mo­bile tech­nolo­gies in CRM, it is pos­si­ble to get time and cost anal­y­sis of any ac­tiv­i­ties, even Sales ef­forts. Imag­ine if you could get the amount of time and ef­forts in­vested in Sales, after Sales and post Sales sup­port of any given cus­tomer and then com­pare it against the Sales or Gross Profit. This can en­able a com­pany to de­cide which busi­nesses are prof­itable and which are not. CRM helps you to get a full con­sol­i­dated pic­ture which in turn helps in tak­ing de­ci­sions based on anal­y­sis rather than gut feel­ings.


CRM is a must for any man­u­fac­tur­ing In­dus­try in or­der to get a 360 de­gree im­age of their busi­ness as well as the cus­tomer be­hav­iour. Limesh Parekh, CEO, En­jay IT So­lu­tions says “We have seen many suc­cess sto­ries where our clients have not only seen re­mark­able growth in their Sales fig­ures by us­ing our CRM so­lu­tion, but have also achieved a higher ef­fi­ciency in their over­all pro­cesses, due to syn­chro­nised re­port­ing pro­vided by CRM.”

“Re­cently large scale adop­tion of Mo­bile CRM has changed the dy­nam­ics to a dras­tic level. It has al­most erad­i­cated data en­try or sim­pli­fied it to a great level and im­proved real-time re­port­ing and no­ti­fi­ca­tions to Sales ex­ec­u­tives and man­agers. Mo­bile CRM is the need of cur­rent times, not only for Man­u­fac­tur­ing In­dus­try but for any kind of busi­ness.”

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