Introduction

Previously, we addressed a CRM performance strategy designed to improve the sales funnel performance with CRM and mobile apps.  In this article, we discuss developing field service improvement strategies that rely on CRM and mobile to identify more sales opportunities that arise during service. If your business relies on service to create sales opportunities, then this article is for you.

 

 

We start with the service-driven sales process.  The concept of a sales funnel is well-established and provides a good visual for understanding and discussion.  The followng is a service-driven sales process funnel we will use as an example.

 

 

 

Visualizing the funnel as a process is the first step in this strategy and was reviewed in our previous article “Improving sales results with CRM and mobile”. Each funnel has a unique set of key performance indicators and should have well-defined indicators and data elements.

 

Providing great service is the next and most important step

Mobile is key in tracking and ensuring that service was performed. Providing a clear record of when the service was provided, capturing appointment results, client/equipment data, and including client feedback is critical.  Ensuring great service also means engaging client in the process. Both elements are a great fit for mobile integration. Client feedback is essential as a key metric of success  – see the Net Promoter Score below:

 

 

Capturing key data elements is critical in this process.

Examples of this data include equipment brand and serial numbers for HVAC, pool, and other equipment.  Client’s information could include financial and insurance data. Data can also include pictures and even sounds that can provide additional client engagement and validation of recommended needs.

This information is captured with mobile apps and integration into CRM. The results are used to identify and develop client needs, selling strategies, and can even predict future needs.

 

Predicting future replacement needs

There is a significant benefit to the client in being able to avoid emergency repair downtime and costs.  This can also allow clients to take advantage of equipment supplier incentives and off-season pricing.

This is not as difficult as it sounds and could be accomplished by creating a predictive model.  This model could be based on Microsoft Excel’s tools or artificial intelligence systems (AI).

 

Why mobile is a key enabler for this strategy

The benefits to this approach are substantial. However, the implementation takes significant consideration to provide the right tools at the right time for the front-line to succeed. We recommend using mobile apps to connect the front line with more information and valuable feedback regarding how they are doing versus their peers.

 

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In our next article, we will examine the pinnacle of CRM performance strategies: customer strategy. This strategy demands an analysis that relies upon the fullest utilization of CRM.