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CRM is often seen as the heart of an organisations sales effort. Millions of dollars are spent in deploying and maintaining these systems, and yet little investment is set aside in encouraging the relevant teams to use it. The information required to begin the socialisation of an enterprise is largely stored here.

For example, the sales team wants to know exactly what their customers are doing when it relates to them. They need to know if their customers have an issue, placed orders, requested information and more. CRMs hold this information, but this information is not shared proactively with the sales team. Current processes expect the sales person to read every individual CRM record and understand what is happening - there really is not the time in the day.

In addition to this, the sales team would also benefit from having their achievements socialised around the company. There was a time when a sale would be announced in the office by the ringing of a bell. We’ve moved on from there, and SBI is here to ring that bell in a virtual sense. Of course, this drives internal competition, as colleagues now know who is performing.

Of course, CRM isn’t just about sales. There are many other facets that tie into the umbrella term CRM. For example, the IT Help Desk team also uses the CRM to record Support tickets that have been opened and closed. Socialising the successes of these staff helps boosts morale & performance.