In articles like this there is always a lot of talk about Customer Relationship Management (CRM) reports. Most people do not even know what they are. In this article we are going to assume you are a bit better informed and have used a system like Microsoft Dynamics CRM at least a bit. Getting crm for associations is just one important part. This article is going to focus on better understanding the useful information such a system gives you. It can get difficult but also extremely helpful to you.
The first one we want to go over is the Dead on Arrival or DOA report. This is a standard function that has an equivalent in Microsoft Dynamics and many other programs. It may go by a different name such as fault reports, etc. These all basically have the same function and do nearly the same thing: they tell you which sections of your company get complained about the most. The use of this is obvious; it tells you where you need to improve in a very specific area.
So what does a DOA report consist of? This is where it gets problematic. Depending on the program and the amount of information you have told it to gather you can have a figurative sea of information. This can be anything from number and type of returns to complaint calls. Even less tangible things such as shipping accidents may be in it depending on your Microsoft Dynamics package. So how do you wade through this sea of information? Priorities are essential when having your people look through or looking at it yourself.
First prioritize by money. Are any of the DOA items in your Microsoft Dynamics report big-money items? Are they flagship items that your company has a reputation for? If so take a look at the stats for these first and correct them before dealing with the others. Then go in descending order by cost, profit and popularity until you have addressed each one.
The next report to look at in Microsoft Dynamics CRM or other similar programs is the Quality Problems reports. These also may go by a variety of names but tell you the same things. These are things such as a customer saying a program has run too slow. Or your product is harder to use than a similar competitor that they have tried. Use the same rule as above here but with an added twist: prioritize by your best customers. Every company has a list of customers to turn to. Service their complaints first.
The final area to look over is the Most Profitable Service report. Use the same rules as above for priority but add additional development or services to your big winners. You may want to cut out the big losers or reduce them. Only if they have previously succeeded do you repair them. By following these rules you can turn your reports from Microsoft Dynamics and other programs into big money for your company.