Critical to any customer relationship are the employees who interact with the customer. If an employee is satisfied and has the ability to execute customer strategies, he can deliver on the brand promise. So when companies want to improve their customer relationships, they need to realize that the success of CRM initiatives depends heavily on HR strategies. The logic is inescapable: if a person wants valuable customer relationships, he needs valuable employee relationships. (1) This approach is often called Employee Resource Management (ERM).
Trained and motivated staff and a superior staff appraisal system are the key to customer satisfaction and therefore the foundation of CRM.
INTRODUCTION
The contemporary market environment is characterized by general variability, the difficult ability to predict the competitive situation, the surplus economy and well-informed, more experienced, demanding, demanding and impatient consumers and users, who are no longer faithful to traditional products and brands.(2) Therefore, we are in dire need of effective tools to increase customer value and CRM is the answer to that. Several vendors now offer HR consulting tools for their CRM software. These plugins provide solutions to improve staff productivity, end user self-service, and enhance reporting capabilities.
CRM STRATEGY FOR HR CONSULTANTS
When planning CRM strategies for Human Resources, a company must provide solutions to some basic problems. Some of these issues are employee grievances, intergroup conflicts, lack of career paths for ambitious employees, dissatisfaction with pay and compensation, unclear job roles, lack of visible performance measures, Poor hiring policies, lack of induction training for new hires, critical skills shortage. and management’s ignorance of any of these problems (3).
REQUEST
The evolved behavior of today’s consumer demands a lot from companies. It is no longer a competition only between your own products. An organization faces a multitude of cunning competitors. That’s why every business needs something to diversify from competitors. Physical and timely accessibility of products/services is just as important as providing valuable customer service. In this scenario, the approach of the staff to manage the relationship with customers is the key factor for the success of Customer Relationship Management (4).
The success of CRM will depend mainly on the professional work approach of the employees, on their motivation, skills and knowledge, and also on the systematic and consistent measurement and evaluation of their achievements.
The basic attributes of the workforce in the context of CRM are an uncompromising focus on customer needs, competitiveness and recognition of the will to win, decisiveness, the ability to improvise, the ability to work in a team, and the ability to lead a team. . The willingness and ability of continuous training and self-education are also crucial factors, and in doing so, the requirements for training should come mainly from the recognition of skills and the evaluation of personnel (5).
PERSONNEL EVALUATION SYSTEM
A well-managed personnel evaluation system for HR consultants can be a very competitive advantage.
Also valuable is the system by which to inform employees about the results of the evaluation and what conclusions to draw from the evaluations. Many evaluation criteria can be used for this system. It is also possible to use many other criteria that refer to the personality of a worker; for example: skills, professional knowledge, self-discipline, independence, reliability, loyalty and resistance to stress.
The evaluation process is developed in the following three phases: preparation, practice and evaluation. The preparation phase covers activities beginning with identifying the need for a valuation, then choosing the type and method of valuation, and then setting the criteria. The practice phase consists of obtaining the data for appraisal. Recording the information obtained is a very important activity within the framework of the practical phase of the appraisal. The most sensitive, but also the most interesting phase of the personnel evaluation process is the method of analysis of the evaluation and the communication of the results to the evaluated personnel.
STAFF TRAINING
We live in the Information Age where knowledge is the main competitive advantage. But the ability to use that knowledge to benefit the company is what separates a good employee from a bad one. A good manager needs not only information and feedback, but also training on how to use the feedback/assessed data for his benefit. Therefore, education is no longer left only in the hands of institutions: companies must also be involved in education.
It is for the benefit of the company itself that they use revised training methods for entrepreneurs. They must give complementary courses to the staff, retrain them and help them adapt to the policies, specialties and mechanisms of the company.
The main objective of any technical CRM for human resources is to provide the company with loyal customers. Good HR strategies ensure that the company achieves this goal in the realm of performance improvement and growth. These goals can only be achieved when employees have the necessary knowledge, training, skills and motivation to perform their jobs effectively.
CRM SOFTWARE AVAILABLE FOR HR
Some popular CRM software for HR consultants is designed to automate and centralize employee management and self-service. They provide better management of employee productivity and reduced administrative overhead. All the softwares have various features such as HR policy tracking, paid vacation requests, employee commission and expense tracking, compensation tracking, employee case management, call tracking, and problem solving.
All of these functionalities allow HR consultants to redirect their focus from administrative tasks to strategic business activities, improving staff efficiency and job satisfaction. They also provide behind-the-scenes analytics work to guide counter-actions, improve the value of employee interactions, and help enforce adoption of best practices.
CONCLUSION
Competitive advantage is more a question of creativity and maintaining good relationships with customers, providing excellent services and quality products. This is maintained by employers who, in turn, need to have proper HR strategies that work for their benefit.
Human resource consultants can greatly benefit from the software available to ensure employee satisfaction. Employee satisfaction strategies depend to a large extent on a good employer training and evaluation system.
1. Cyber marketing services. (2007) “The convergence of human resource needs and branding/marketing techniques”.
2. John Edwards (2007). “When HR meets CRM”
3. CRM Services, Asia/Pacific, (2006-2007), “Market Trends Spotlight Report: 2006.” Gartner Group. 3Vl ek R. Customer value. 1. Ed. Prague: Management Press, 2002,
4. Lambert DM, Stock JR, Ellram LM (2000) Logistics. Computer Press.
5. Zemene P. Process of Implementation of the Differentiated Management of the Relationship with the Client in Companies of the Plastics Industry; PhD thesis, University of Pardubice, 2006.
5 Dohnal, J. (2002): Customer relationship management. Editorial Grada