CRM : Standardisez et personnalisez les champs
Standardisez les termes utilisés
Des données de mauvaises qualités au sein de votre CRM peuvent être la conséquence de multiples facteurs. Sans l'adoption d'une méthode standardisée, une base de données CRM peut devenir rapidement devenir désordonnée. Une bonne gestion des champs utilisés est ainsi impérative, mais pour qu'elle soit efficace elle doit impérativement être accompagnée d'une standardisation des termes utilisés.
Le manque de standardisation est très fréquent dans les entreprises : Un même pays peut être par exemple être représenté et connu des équipes sous différents termes : USA, US, États-Unis d'Amérique...
Votre CRM peut alors interpréter ces différents sigles comme des pays distincts, faussant la validité de vos données et l'analyse de ces dernières.
Standardiser les termes s'avère ainsi être une nécessité si vous voulez envoyer des campagnes d'e-mailing efficaces, segmentées selon des critères spécifiques.
Si trop de champs sont utilisés pour un seul terme (par exemple un pays), de nombreux contacts risquent de passer à travers les mailles du filet.
Vous pouvez donc créer une liste d'abréviations et de formats de saisie standardisés pour de nombreux critères : adresses postales, les noms de société, les désignations, les modèles, etc. Cette méthode vous aidera à générer des rapports précis et à filtrer les données de votre CRM en fonction de critères exacts.
Personnalisez les champs
Avec Zoho CRM, vous pouvez créer et gérer de nouveaux champs selon vos besoins et objectifs. Ces champs seront disponibles pour tous les utilisateurs ajoutés au compte CRM de votre organisation, selon des règles que vous définissez vous-même.
L'objectif de la personnalisation des champs : que ces derniers soient le reflet de vos process. Chaque entreprise possède des process qui lui sont propres, selon ses objectifs mais aussi selon les normes auxquelles elle doit se conformer. Un bon CRM se doit ainsi d'être flexible et de laisser libre cours aux utilisateurs sur la gestion et la personnalisation.
Vous pouvez ainsi personnaliser les champs prédéfinis : Vous pouvez modifier, supprimer et masquer certains des champs.
Les avantages d'une telle personnalisation sont nombreux :
- Désignez des champs comme obligatoire, selon les objectifs et besoins de votre entreprise. Si vous êtes régulièrement amené à envoyer du courrier à vos clients, mais que les informations postales sont souvent incomplètes (rue, numéro de porte, code postal, région etc.), vous pouvez créer et rendre obligatoire les champs correspondants. De cette manière, vous assurez une meilleure gestion de vos données, et encadrez vos process de manière entièrement automatisée.
- Attribuez une limite de caractères. Vos équipes de vente sont sans doute amenées à enregistrer les numéros de téléphone de vos prospects. Maintenir une limite de caractères par champs permet d'éviter les erreurs de frappes qui corromprait la validité du numéro. Cette fonction ne se limite cependant pas aux chiffres, elle s'étend aussi aux lettres. Vous êtes alors en mesure d'encadrer pleinement la gestion de vos données.
- Gérez les autorisations en fonction des rôles. Vous pouvez masquer certains champs selon les profils d'utilisateurs. Certains champs peuvent en effet n'être important que pour un département en particulier. En limitant l'accès à ces champs les utilisateurs ne pourront modifier que les données qui sont pertinentes pour leurs objectifs respectifs. Les données de votre CRM sont ainsi mieux compartimentées.
Pour conclure, la personnalisation de champs et la standardisation des termes sont deux outils qui permettront à la fois une meilleure gestion de vos données, et une réduction des erreurs humaines. Vous serez en mesure d'être plus précis dans vos campagnes, et dans l'analyse de vos performances.
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