A largely saturated market and fierce competitive pressure: today, companies that want to grow in the supplier sector for the building industry must identify new potentials as quickly as possible and offer their services at the right time and to the right prospective buyer. In most companies, project-oriented marketing, by taking a focused view of construction projects, has proved to be successful. This gives employees and those responsible for a project a comprehensive overview of all ongoing activities from a 360° perspective. By drawing on completely digitized project management techniques, data in real time are made available throughout the company. This transparency improves collaboration among sales, marketing, and logistics and ensures a company’s long-term competitiveness.
CRM project introduction: involving employees
Prerequisite for a successful introduction of CRM is that Customer Relations Management is not only understood as software. CRM, rather, is the attitude that the customer is at the center of all corporate decisions and activities. This thinking should be exemplified on the decision-making level from the very beginning, aside from developing an appropriate CRM strategy. By internal project marketing, companies succeed in convincing employees at an early stage that their personal benefits from CRM are greater than the assumed additional effort for maintaining the data.
Agile methods used in project introduction, as for example SCRUM, will enable specialized departments to input their practical knowhow into development toward adapting the CRM solution to their requirements step by step. If company management succeeds in communicating the fact that employees no longer see themselves as the “target” of a CRM introduction, but as a “participant,” the most important step is done.
Old structures are difficult to break up
Decentralized sales and many employees in the field: the construction industry and its suppliers maintain a special sales structure. Without a uniform information platform, there is the danger that valuable knowledge about customers is lost when an employee leaves the company. By now, many industry-specific solutions are available that address the individual requirements of companies in the construction industry and its suppliers and, at the same time, help to centralize this knowledge. To ensure this, however, project launch must initially succeed.
An independent consultant or a CRM partner who offers support during project introduction could represent the key to success here.