Boost Your Customer Support with CRM Opportunity Management for Customer support

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Peter Moriarty: I want to talk to you about how a CRM system can help you deliver excellent customer service. And you may immediately think, well, Pete isn't a CRM system for sales. Isn't this something that a sales team should be using? Or isn't this like a customer database that we send emails from? Well, yes. And CRM systems are really the heart of your business. So they should be the heart of your business. And so if you haven't already seen our content on why CRM should be the heart of your business, head along to our YouTube channel, and go and check that out, what I know about most small business owners is from time to time, they lose sleep about how customer service has been delivered in their business, you cannot have all of your stuff deliver in the same way that you deliver. It's just not possible. And so I let at least in my experience, I know that I've gone to bed with his fear of on my staff doing things the same way that I want them to do as well. And really, the key to scaling a business is to have consistency, to be able to grow a successful business means that you need to have a way of doing things. And that doesn't mean that you create so many systems and processes that you turn your staff into robots, what it means is that you want to create technology assisted processes that showcase the way and allow your team to be empowered to deliver great support, deliver great service, deliver great products, whatever area of the business that they're working in. And so one piece of technology that we can use to empower our team to deliver the way really well is CRM software. And I'm going to share some of the reasons why that's so important. The first concept is really about having a single source of truth. We want a database or a customer management system to be the one place where we put all of our customer data, from financial information, to what sales opportunities we've had with the customer to what notes we've had from phone calls with the customer, just so that we have in one place all of that customers information. Now, why is that so important? Because we want our team to actually collaborate. We don't want a whole company of silos, where people are basically doing things on an individual basis, or really sharing things with different team members. What are the biggest challenges in a business is when a staff member leaves the business, and particularly in small businesses, they take away so much knowledge with them. And so if you have a staff member leave, and they've got things just kind of like up in their head, that means is that that knowledge and that information is going to disappear with them. One of the other challenges that arrives for small businesses is manual data entry. And we know that staff hate doing data entry, particularly sales staff, basically having to do things manually inside your business means that we're effectively stuck wasting time trying to run a system, rather than run your business. And so I want to implore you to think about your technology tools as something that, as I said earlier, empowers your team and empowers you to be more effective, rather than you needing to be a slave to the tech machine. And that's, you know, really one of the most important philosophies in how we run business is that your tool should be there to maximize what you're doing, not slow down or make things more cumbersome. So what is the solution to avoid data entry? Well, that's to actually have an automated data entry and the CRM system that we're affiliated with, and recommend to many small business owners called copper CRM, and that actually automates a lot of data entry. So this is a contact card. Basically, when you're inside your Gmail, where you can click one button, and automatically have your contact from that email or a profile inside your CRM system. Now, that's pretty straightforward. And most CRMs can do that. But what's something really special that capa does is it brings in all of the email history from that contact, and automatically populates it into your CRM. So you're never like dragging and dropping customer communications or making manual notes on customer communications into your CRM, it just automatically brings in all that data. And then it goes and finds that person's LinkedIn profile, it goes and finds all their company information online. So you don't have to like enter their website yourself. It uses AI based web crawling tools to go and pull all that data in. And all of that data basically automatically sits inside, right inside your right inside your software inside your CRM system, which makes it nice and easy. So when you've got things automated on the data entry side, it really leaves you heaps of time to just do what you need to do, which is actually build great relationships with your customers. And that's really the fundamental reason that you want software to manage relationships is so you can build better relationships, by having something help support you to actually build better relationships as a customer. Now, I like to think of this as watering the garden of your top client, top clients, rather than focusing on the lower clients and we've all heard of the, the 8020 rule where you know, like 80% of your revenue comes from 20% of your clients, and hopefully at certain stages of business. You've done audits on a client's and B clients and C clients and if you haven't, we have some call Unknown: intent that's actually coming up on that. So look out for that sometime in the future on our channel. But when we're watering our best clients, we actually build a better business because we filter out the lower quality clients. And we attract more of the clients that we love working with, that we can serve on a really high level. And that are a delight to work with not just a delight to receive money from, but a delight to work with process I like to think about is moving from squeaky wheel operating to squeaky clean business. Now, what I mean by that is for many business owners, we just focus on the squeaky wheels. And what I mean by that is the customers that are a pain in the butt, the customers that always asking for us to go above and beyond and that complain about things not being right, and we give them most of our attention. Although they're probably not actually our best customers. They're just the loudest customers. And so when we have a effective CRM system, and we can see, well, how much revenue Are you generating per customer? And how much effort are we, you know, putting into each one of these customers? And how many touchpoints does this customer need to be satisfied, you know, which customers are satisfied, if we're actually building a great relationship with them, and they don't need to nag us or we don't need to nag them, and we have a better relationship with them. Well, that allows us to, again, get rid of the customers or allow them to naturally filter out the ones that we aren't as well suited to serving and allow better and more effective customers to come in. So I call that moving away from squeaky wheel operating and moving to squeaky clean. And really, that's a bit of a mindset journey for a business owner, you've got to be ready to allow those customers to filter themselves out. And you've really got to have the stones to be able to say, Okay, I'm going to go out there and attract just the clients that I want to work with. Now, at one point in time, we were a business that was doing on site support for IT services. This is when we were based down in Sydney. And what we were doing at that point in time is going to people's offices and fixing servers and all those kinds of things. And we started working with businesses from all over Australia and beyond, because we had the vision to serve more small businesses. But those customers that we were still going on site for had the expectation that we would at a drop of a hat, jump in the car and drive to the office. And we had to make the tough call to actually shut down that part of the business. And we switched off multiple hundreds of 1000s of dollars, business revenue line for us to go for our bigger vision and attract more of the customers that we wanted to work with. And then the customers that don't mind working over a video call that don't mind that I live in Burley heads on the Gold Coast and our general manager lives in Melbourne and most of our team live in the Philippines, we can still deliver great work, but we don't have to be face to face. Now. Fast forward Six years later, COVID happened and everyone got forced to work from home. And it's great that we made that strategic decision, because we're in a way to where we're basically in a space to continue to capitalize on working remotely, and to also lead the way to show people how they can work remotely as well. But let's talk about what happens when you don't have a CRM when you don't have automation in your business or you don't have technology assisted processes, basically, you end up in a situation where you're doing things manually or by hand. And the challenges with that is it's just impossible to scale. I've seen businesses that have 20 employees that have one central business owner and 19 assistance. And there's not a business there if the founder ever leaves. And so your job is to consider yourself like the CEO of a publicly traded company, you might be replaced one day, you might you know, enter or exit the business, you might go on gardening leave for some reason. Now for you, you need to think of yourself as the architect of the business or a consultant to the business in that you're just making improvements to the business. But everyone else is responsible for actually running the system. And when you approach business from that mindset, when you step back into, you know, kind of like the the external seat and you look back into the business, then you can decide, okay, well, what systems do we need to actually run things because you telling people what to do is not a great system, you need to create a system that can actually somehow run itself. So when we're talking about scaling a business, it's a matter of technology systems, and people all working together in harmony. And basically, as we grow that business, ideally, we want the people to become more and more efficient as we go on scale. Many businesses will throw more people at an inefficient business, or throw more people at a inefficient problem or process inside the business. And what happens is you end up having more and more people. And so for many business owners, there's this like unconscious psychological fear that if I grow my business, there will be more work or if I grow my business, there will be more payroll expense, and so they don't grow their business because they've got this like subconscious belief. And we were getting into the psychology of business growth here, that things are gonna get worse as I get bigger. And so I want to help you turn that around, in that when you the right kind of technology supported processes in the business. Your business should become more people efficient as it grows. And scales. Some examples are, when you have great insights into your marketing. Because you know what lead sources you've got, you can just put the effort into the lead sources that are working and maximize your results. When you know who on your team are performing really well, you know who to coach to bring them up to performance, or to remove them from the business, if they're not the right person onto the team, or to move them to someone else, somewhere else in the business if they're the right cultural fit, but not the right competency fit for a particular area of the business. If you've got all of your insights and data and graphs, you can make great financial strategic decisions, they know where to invest your money, because you know what kind of return on investment that you're going to get as well. And those numbers come down to right across the whole business, whether you're investing in team, whether you're investing in marketing, whether you're investing in tools, whether you're investing in finance, it's all a matter of return on investment, what is the commercial result that we're going to get from working on this. So I want to say big thanks for joining this video learning about CRM. today. If you are a small or medium sized business owner, I recommend you head along to our YouTube channel. And check out our playlists for the different stages of technology adoption, based on where you are at in your business right now. Basically, we want to help all small businesses, whether you're a one man band, right up to large organizations who are scaling and growing quickly to make sure your technology strategy is in place. And it's going to help support the growth of your business. Now we've got playlist set up on YouTube for each stage of business that you're at, so you can get the best of those technology strategies. And if you're interested, we have an exclusive transfer in offer for small businesses who are using Google workspace. And what you get access to is a google classroom with professional training on everything to do with Google workspace. Not only do you learn how to use all the different applications, and you can share this with all of your team as well, there's also certifications there. And so the aim for this is really for you to use this for your team and for your business for you to make sure that everybody is competent with the tools that you're already invested in. Now, if you're interested in running a remote team scaling and remote business, we've got all of our videos on how to grow and scale your business in a COVID world up there inside the Google Classroom available for free. We used to give those only to our customers are but we've decided to make those available for free for everyone. So get your get on there, get your team on there as well and get access to all of the benefits. Now what do you need to do, head along to the link here, there is also a link below this video. And that will give you access to our classroom lessons, you get access to our team. The important thing is that it doesn't cost you anything extra. If you're currently paying Google directly for your workspace account, you just switch your billing to us. And you don't pay any extra we buy it at wholesale. So we just charge the same rate that Google does. And then from there, you get access to all the extra benefits of working with it genius, as a thank you for being a customer of ours. So if you haven't already gone there, please head long. And if you have anything that you'd like to chat to our team about, you can connect with us directly via our chat. And our team will be more than happy to help you out with anything that you need in the Google world. Thank you so much, guys, we will catch you in the next one. Make sure you've got notifications on if you want to get in touch with our team jump on the link below. If you've not yet transferred your billing to it, genius, great time to do that get access to the classroom. We're uploading new videos in there every couple of weeks. And it's really being flushed out to be awesome. We did last year and eight week series on running your business remote, basically going completely open book on six years of completely remote management of our business. We now have 55 or employees across the group. And so yeah, basically we want to, you know, share with you guys how we actually run the business. how we've been successful, we don't can't promise you'll be successful. We're just sharing what we know, and what works for us. And yeah, all of that is inside the classroom. So if you're interested in checking that out, well, it should be I'm sure angels listening. So if it's not, we'll be soon. But yeah, we just gave the go ahead to upload all of that exclusive content there. And I'll catch you guys on the next one. Peace out and see you later.