Contact Relationship Management (CRM) is not a new business tool for a techno-savvy new aged business entrepreneur.  CRM is now front and center to basic business organization. Without "an organizable system that has the capability to separate, classify, record conversations and data to multiple users", a business will struggle to keep track of the mass of information necessary to monitor calls, prospects, leads and follow up communications.

Wine Concepts was engaged by a Napa winery client to begin the process of engagement with modern CRM principles by accepting a training proposal and strategic transition from 'old school' communications to CRM information systems use by their entire staff.

Literally interconnected to all aspects of business communications, a good CRM system serves as the central management tool for e-mail, meetings, lead generation and all areas of follow up for sales efficiencies.

Literally interconnected to all aspects of business communications, a good CRM system serves as the central management tool for e-mail, meetings, lead generation and all areas of follow up for sales efficiencies.

Objective:

Coordinate all historic contact information into a single CRM contact management system and conduct multi-phased training for all sales, admin, tasting room and management staff.

Step 1: Coordinate with all staff for the transition and usage of an all encompassing CRM system transition.

In Step 1, the entire Winery team is assembled with each of the phases laid out in a calendared sequence. For most companies, transitioning to a formal CRM system can seem confusing and complicated so it was important that a specific effort was made to continually communicate the process.

CRM transition is a critical yet simple step in gaining sales and intercommunication efficiencies.

CRM transition is a critical yet simple step in gaining sales and intercommunication efficiencies.

Step 2: Accumulate all contact information from each staff member for consolidation.

This was and is one of the difficult steps as each staff member held data that they considered to be personal, even though the contact information may have been developed while employed by the organization.  For this Napa winery client, several short meetings working through the benefits of establishing a 'pooled' contact source established the company's commitment to develop a team environment rather than individual information being given to other staff members for use.

The process of pulling information had several steps as many different systems were being used by each of the individual staff members.  This process is generally very helpful in communicating to all staff members how critical was to get all staff on a common communication platform.  One staff member was using Zoho, another simply keeping track through notes and his Mac 'Contacts' where another was using Outlook Contacts and coordinating all mail categories by folders within that system.

Through the use of third party software, individual contacts were transferred to either CSV files or other exportable data sets that were then brought together and input into the CRM system one piece at a time.  Once all contact data was inputted, duplicates were then purged and the system 'readied' for staff training.

Migration of Contact information from all internal sources and systems.

Step 3: Implement shortcuts to every staff members desktop and portable devices and begin training.

Once all information was transferred from each staff member and all contact information inputted into the List Manager CRM 360 database, user profiles are set up with permissions and first step training.  The beginning step is to develop habit formation in using the List Manager CRM 360 system to make calls, e-mail, and begin to accumulate deeper data on every contact and relationship.

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