The employees who interact with the customer are critical to any customer relationship. If an employee is satisfied and has the ability to execute customer strategies, they can meet the fire ceiling. So when companies want to improve their customer relationships, they need to realize that success with CRM initiatives is very much dependent on Human Resource strategies. The rationale is unavoidable: If a person wants valued relationships with customers, he or she needs valued relationships with employees. (1) This approach is often called Employee Resource Management (ERM).
Trained and motivated staff and an overall staff assessment system are key to customer satisfaction and thus the basis for CRM.
The modern market environment is characterized by general variation, difficult to predict ability to compete, profit economy and well-informed, more experienced, more narrow, demanding and more impatient consumers and users who cease to be loyal to traditional products and brands. (2) Therefore, we have a strong need for effective tools to increase customer value, and CRM is the answer to that. Several vendors are now offering HR consulting tools for their CRM software. These ads provide solutions for improved staff productivity, end-user self-service and improved reporting capabilities.
CRM strategy for HR consultants
When planning human resources CRM strategies, a company must provide solutions to some basic problems. Some of these issues are employee complaints, group conflicts, lack of career paths for ambitious employees, salary and salary dissatisfaction, unclear job roles, no visible performance goals, poor recruitment policy, no induction training for new employees, critical lack of qualifications and management knowledge any of these problems (3).
Today’s evolved consumer behavior demands a lot from companies. It’s no longer just a competition between your own products. An organization is at odds with a host of sharp competitors. Therefore, every company needs something to diversify itself from the candidates. The physical and timely availability of a product / service is as important as providing a customer-rated service. In this scenario, employees’ approach to managing relationships with customers is the key factor for success in Customer Relationship Management (4).
The success of CRM depends mainly on the professional working method of the employees, their motivation and skills and knowledge, and also on the systematic and consistent measurement and assessment of their performance.
The basic workforce characteristics of CRM are an uncompromising concentration on customer needs, competitiveness and willingness to win recognition, determination, ability to improvise, the ability to team work and the ability to lead a team. The will and skill of continuous training and self-education are also crucial factors, and in doing so, the requirements for education must primarily come from skill recognition and staff assessment (5).
STAFF ASSESSMENT SYSTEM
A well-managed HR appraisal system for HR consultants can be a very competitive advantage.
The value is also the system on which to inform the employees about the assessment results and the conclusions to be drawn from the assessments. It is possible to use a lot of assessment criteria for this system. It is also possible to use many other criteria that refer to a worker’s personality; for example: skills, professional knowledge, self-discipline, independence, reliability, loyalty and stress resistance.
The assessment process takes place in the following three phases: preparation, practice and assessment. The preparation phase covers activities that start with identification of the assessment need, then the choice of assessment method and method after as much as the criteria have been determined. The practice phase means collecting the data for the assessment. Recording the information obtained is a very important activity in the context of the practice phase of the assessment. The most sensitive, but also the most interesting phase of the staff assessment process is the method of analyzing the assessment and telling the results to the assessed staff.
We live in the information age, where knowledge is the biggest competitive advantage. But the ability to use this knowledge to the benefit of the company is what sets a good employee apart from a bad one. A good leader not only needs information and feedback, but also training in how to use the assessed feedback / data to his advantage. Therefore, education is no longer just left to institutions – companies also have to get into education.
It is to their own advantage that they use revised training methods for employers. They must provide staff with additional courses, retrain them and help them adapt to company policies, specialties and mechanisms.
The main goal of any human resource CRM technique is to provide the company with loyal customers. Good HR strategies ensure that the company achieves this goal in terms of its performance improvement and growth. These goals can only be achieved when employees have the knowledge, training, skills and motivation needed to perform their work effectively.
AVAILABLE CRM SOFTWARE FOR HR
Some popular CRM software for HR consultants are designed to automate and centralize employee management and self-service. They provide improved employee productivity management and reduced administrative costs. All softwares have various features such as HR Policy tracking, paid time-off vacation requests, employee expense and commission tracking, compensation tracking, employee case management, call tracking and problem solving.
All of these functionalities enable HR consultants to redirect their focus from administrative tasks to strategic business operations, improving employee efficiency and job satisfaction. They also provide behind-the-scenes analytical work to guide action, improve the value of employee interaction, and help enforce best practice adoption.
Competitive advantage is more a matter of creativity and maintaining good relationships with customers by providing excellent services and quality products. This is maintained by those employers who in turn must have appropriate HR strategies that work in their favor.
HR consultants can take advantage of the software available to ensure employee satisfaction. The strategies for employee satisfaction are hugely dependent on a good assessment system and employer training.
1. Cyber Marketing Services. (2007). “The Convergence of Human Resource Needs and Brand / Marketing Techniques.”
2. John Edwards (2007). “When HR meets CRM”
3. CRM Services, Asia / Pacific, (2006-2007), “Market Highlighting Report Highlights: 2006”. Gartner Group. 3Vl i R. Customer Value. 1st Ed. Prague: Management Press, 2002,
4. Lambert D. M., Stock J. R., Ellram L. M. (2000) Logistics. Computer Press.
5. Zemene P. Implementation process with differentiated customer relationship management in the plastics company; PhD thesis, University of Pardubice, 2006.
5 Dohnal, J. (2002): Customer Relationship Management. Grada Publishing