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The missing link to effective employee coaching

27th Oct 2020
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Today's leading firms repeatedly commit to implementing a customer-focused growth strategy to attain a more unified and 360-degree view of their clients and prospects, to collaborate and deliver more consistent service levels, and ultimately improve financial and business performance. Without real-time access to centralized, holistic, and accurate customer data in a leading CRM platform, industry laggards have little to no chance of ascending the ranks and transforming themselves into a top-tier firm.

Granted, the true value of CRM certainly extends beyond comprehensive data capture and accessibility.  For instance, CRM’s ability to track and report on employee performance is a tremendous benefit and strategic driver for leveraging CRM data. 

Employee coaching
Photo by CoWomen via Unsplash

This article will focus on how CRM apps and their underlying data can be utilized to facilitate more effective employee coaching discussions.

To begin, the performance charting and goal tracking functionality of leading CRMs allows you to immediately draw insights on current and historical performance and progress across multiple levels of the organization, including but not limited to:

  • Firm 
  • Region
  • Market
  • Division
  • Branch/Office
  • Department
  • Team
  • Individual (employee) 

Views and charts can be quickly created, sorted, and expanded to see who is underperforming and who is leading the pack. The robust performance tracking and drill-down data analytics features available in CRM provide the visibility needed by executives, management, and all sales and service staff, regardless if they are client-facing or in the back-office.

Taking for granted why certain outcomes occur based on prior results or blindly relying on veteran employee opinions or hunches is no longer acceptable. CRM’s data records and related visuals take guessing and speculating out of the equation and provide the ideal, interactive platform to guide employee performance check-ins and coaching sessions. 

Below are a few use cases to demonstrate how:

Sales Opportunity Pipeline Forecasting

  • Sales Management can run their sales pipeline review meetings directly from CRM and see how the team and each Sales Rep are doing in relation to their MTD, QTD, and YTD revenue and prospecting goal progress attainment. Pipeline updates can be made in real-time and the Sales Team will be more diligent and prepared with more timely updates since they know the account or sales opportunity record(s) they are working on will in fact be referred to during the call.

Analysis of Recent and Historical Sales Results

  • Closed won or lost sales data can be further analyzed to identify common themes and uncover possible areas for improvement or potential forthcoming drop-offs in sales success and/or customer demand. 
    • A proven Sales Rep may consistently be at the top of the leaderboard, but his repeat business and add-on sales are non-existent, according to CRM. While this is certainly a cause for concern, it is also a great coaching opportunity for the Sales Manager.
    • Additional scrutiny of won deals may show that a certain Sales Rep only has success selling one particular product, and thus may need to improve his presentation skills on larger dollar ticket items that are more profitable to the firm.
    • CRM’s collected data may demonstrate that a few Sales Reps tend to resort to discounts far too often in order to close business.  Additional sales training to better articulate and demonstrate the value of the product or service being offered is required here if this company truly wants to achieve and grow profits.  Discounting is not sustainable!
    • A Sales Rep may think he is doing a good job of cultivating relationships with external referral sources. After looking at his historical results, though, the Sales Executive may realize that the referrals he receives rarely pan out, and thus, he should find additional and more lucrative lead sources.​

Call Centre Performance Trend Monitoring

  • Call centre units can immediately see which agent consistently answers more inbound calls along with who has the swiftest resolution time.  Conversely, the lagging agents can quickly be identified and receive extra attention and training from the call centre managers sooner rather than later to mitigate the risk and likelihood of inferior customer service.  After all, negative customer experiences can destroy a company's reputation and brand.  

In closing, if you are not fully utilizing all the comprehensive goal tracking and reporting of your CRM system to glean actionable insights needed to initiate and support coaching, training, and ongoing development sessions with your team, then you are missing out on an excellent way to elevate your firm and employee performance.

How does your company leverage your CRM for employee coaching and ongoing performance improvement?  Please leave a comment below.

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