Why not simply add everyone as a CRM User?License Cost: One of the first things that comes to mind is the cost of licensing each person as a user. Whether paying monthly/annually in a subscription model or investing in a traditional license, there is a real cost associated with each incremental user. Time Costs/ROI: Time is money—especially when talking about resources that are directly billable. That time adds up and there needs to be a return on investment to both individuals and leaders. Danger of “just another system”:Would everyone in the firm get value out of the CRM? Successful implementations of any client relationship management system hinge on the value it brings to its users. Assuming a one-size-fits-all-roles will mean varying success when it comes to users getting meaningful value and adoption.
What is the better option?Remember before when the answer became “squishy”, so I’ll first say that there is not a surefire solution that will work with every organization. Instead, the solution described sets a foundation based on where we see success with our clients. Instead of relying on the User entity in CRM, instead we leverage a configuration of an alternative entity that I’ll call “Internal People”. The idea of Internal People is that it’s meant to specifically represent those folks internal to the firm. Thought of another way, we’re tracking “Employees” except these individuals may be employees, be temporary staff, or perhaps partners, each of which carries a distinction and the phrase “Employee” is a bit limiting. When it comes to the types of detail that are stored, there’s quite a bit of potential. To list a few:
- Email address
- Manager or team leader
- Business development activity
- Association with projects
- Industry expertise
- Previous employment
- Association & organization involvement
- Forecasted work plan/utilization
Final ThoughtsThis approach is valuable to organizations beyond PSOs. Other services industries such as architecture, engineering, and construction firms use and benefit from this same approach. Is this part of your 360 degree client view, and what is the most valuable detail you get through CRM? Sound off in the comments.