Tangible Rewards Gained with Customer Relationship Management
Tangible benefits as those that can be measured in hard numbers.
Hard Number Results:
1. Increase in time spend by sales personnel with existing customers, per 
day - To determine this benefit, consider measuring the number of service calls made per day by sales personnel or the number of hours spent by sales personnel in face-to-face contact with existing customers.
2. Increase in the number of new customer prospects pursued by sales representative - Remember that most representatives prefer to call on existing customers, with whom they have an ongoing relationship. But new customers spearhead future growth. To determine this benefit, consider measuring the number of new prospects versus existing customer contacted by the sales representative per day, per week, per month or per quarter.
3. Increase the time spent by sales managers in contacting customers and working with sales representative on customer issues - "Coaching" sales personnel is critical, and managers never seem to have enough time for this. To determine this benefit, consider measuring the number of hours per day that sales managers spend in contact with customer and prospects, and with sales representatives discussing customer issues.
4. Increase the customer service efficiency - Customer service may well be the key differentiator between those companies that lead and those companies that wonder what happened! To determine this benefit, consider measuring the turnaround time for customer service issues, as well as the number of customer service errors made as a result of misinformation.
5. Increase in timeliness of follow-up correspondence to prospects and customers - To determine this benefit, consider measuring the number of days between the date the customer/prospect was contacted and the date that the customer/prospect follow-up information was sent.
6. Increase in revenue per month per sales representative - This is an important benefit of CRM. Careful management is required to ensure that time saved as a result of automation is used productively to deliver more sales. To determine this benefit, consider measuring the increase in base revenue generated per month per sales representative.
7. Increase in overall business results - For example, have the sales manager setup a competition between sales personnel based on their use of the CRM system. To determine this benefit, consider measuring the percent of dollar increase over budget for the entire sales team per month.
8. Increase in frequency that your company's name is in front of your customers and prospect - The "out-of-sight, out-of-mind" syndrome can be quite harmful to your sales efforts. To determine this benefit, consider measuring the number of pieces of correspondence sent to customers and prospects by sales and marketing personnel.
9. Increase in customer satisfaction - To determine this benefit, consider using 
a customer satisfaction survey rating and hanging these ratings in a location for all personnel to review.
10. Improved communications within the company - As more and more personnel spend time in the field with customers and prospects, there is a growing need to secure effective communications between personnel. To determine this benefit, consider measuring the time spent giving and getting information between the field and regional or headquarters offices.
11. Increase the "close" rates - such as the percentage of business orders closed.
12. Reduction in the "close" time - such as the speed of bringing new business orders to a close.
First blog post: Rewards Gained with Customer Relationship Management
Continued: Intangible Rewards Gained with Customer Relationship Management
Success with CRM allows the business to build an appreciating Asset
What rewards gained with CRM have occurred in your business? We'd like to hear from you!
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