CRM is highly personal just like each of our own direct relationships. It must also meet corporate and team shared needs. This post dives into this concept.
Take for instance the tracking of details on a relationship between two people. The USER of CRM (such as a sales person) and their prospect or client (such as a key contact at a prospect site)
Some details of a relationship are as unique as each person within that relationship and others are common for all relationships with a specific person no matter who is in that relationship.
These details of a "relationship" can include an incredible list of variables.
What would be considered common and easily shared and valuable to a team? Personal characteristics such as a specific job title, the contacts features (height, gender, eye color) or perhaps even the name of a contacts spouse and friends.
Other variables are unique to a specific relationship and might or might not be valuable to the team.
What would be considered unique? The level of trust between two people, an inside joke, their shared history, perhaps a specific experience and shared networks. This could even extend to likes and dislikes that a person has and their level of likes. A person who is great at skiing might love skiing with a person at their same level, but hate it with a beginner. We could even go so far as to look at other unique traits such as what job or what role is taken as part of a specific relationship. If I think of one person in my network as an example, this same person is a contactor, a developer, a senior software developer (language being a factor), a software engineer, an architect (role being a factor), a speaker, a reference, a father, a son, a coach, a builder and more. So how are all these different variables tracked and shared?
Within the world of Microsoft Dynamics CRM these variables are handled in a number of different ways and at various different companies extended with different styles. Partner extensions to the software, customer driven extensions to the software, base use of already available features. This one subject is a great one for the user group! (www.crmug.com)
Depending on the version of the software choices within the software change significantly between version 4 and verson 2011.
In the world of Microsoft Dynamics CRM v4.
Contacts are people who have a set of shared fields and these include not only what shipped out of the box, but also any other fields you wanted to add. Out of the box fields include title, gender, e-mail addresses, and how the person likes to be contacted. User defined fields might include if they are a referral source or if they are an influencer within a prospect account.
Microsoft also offered a table in v4 for relationships. This is a two column list where a CRM user could custom define that a specific person (such as person A) was a vendor contact and that a specific second person (person B for instance) was the customer of that vendor contact. You could also choose a company and put it in this relationship table such as company A was a vendor for person B as the customer contact. This relationship feature offered both company and contact cross reference choices.
The feature had/has an interesting set of powerful potential, but it also had limits and I would dare to say it is under utilized inthe field and as such in the world of Dynamics CRM version 2011 a whole new world of options was born under the CONNECTIONS umbrella. Relationships exists in 2011 but has been retired and replaced with connections.
If you have not discovered CONNECTIONS then you want to take time to REALLY understand the power before you architect it into your business process.
So with those thoughts and my writing time ended I open up the idea for discussion and perhaps a few more posts over the next few days.
How does your company track all the variables between all the different relationships for each prospect or client contact that you have?