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According to numerous studies, from 50% - 70% of CRM implementations fail. While the reasons for this high failure rate are numerous, in our experience one of the biggest reasons is that those who are charged with implementing the system and maintaining the data see CRM as in impediment to their primary function.
To combat this problem, Tuva Interactive has developed a strategy we call Targeted CRM. With Targeted CRM we create highly customized, specific sales automation and CRM tools that have only the functionality that is needed to complete the task.
By limiting the functionality to these specific requirements, it provides a much more streamlined interface that dovetails with the business processes much more effectively.
This technique can relieve the sales staff of the burden of navigating a complex CRM system that, from their perspective, is simply in the way. The Target CRM solution becomes their primary interface to the system, and streamlines their tasks and improves their productivity.
Integration with Traditional CRM
Often our clients have traditional CRM systems such as Salesforce and Siebel, and our custom Targeted CRM tools will be built to mesh with those systems seamlessly. We don’t replace those systems entirely, but extend their functionality with customized interfaces and tools that are designed for specific tasks and processes that the main CRM system doesn’t do, or do easily.
For example, we developed a system for a Fortune 500 client that allows their sales staff to create customized marketing packets. These packets include white papers, cases studies, product and service sheets and other collateral that are targeted specifically to their client’s points of pain and needs. The system tracks response, and has simplified data collection that integrates with their main Salesforce CRM system. The system also includes integrated broadcast email tools, and PURLs to provide a suite of easy to use functions that have enthusiastic buy-in from their 400+ sales team.
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