CRM for B2E
Streamline business-employee relationships
The term B2E is becoming increasingly important in the CRM sector alongside its relatives B2B or B2C. In addition to the management of processes and communication between the company and its customers, the main focus here is on communication with employees. This has now been recognised as an equally important factor in economic success. An interesting keyword here is xRM, i.e. relationship management, which extends not only to customer relationships, but also to a wide range of corporate relationships.
What exactly is behind B2E and how your CRM software or your xRM software can help you optimize it is summarized in this blog article.
What is B2E? A brief definition
B2E is short for Business to Employee. It is about managing the relationship between the company and its employees. This is done primarily through communication, but also through process design, both between employees and between employees and management. In the latter case, for example, processes such as vacation and travel planning or approval procedures are optimized. But the exchange of information and individual knowledge also plays a role.
Why is it worthwhile for companies to optimize the B2E? 3 exemplary advantages
The goal of B2E is to optimize all points of contact with and between employees so that employees experience a satisfying Employee Experience. You can already see how close CRM and eRM (short for Employee Relationship Management) are and thus B2E management benefits from the functions of CRM software. This extends from recruiting through the application phase to the long-term relationship between employee and employer. In this respect, B2E ranks strategically alongside benefits such as flexible working hours, bonuses or further education. A CRM for B2E is a logical conclusion.
1. Satisfaction as a driver
In recent years, companies have increasingly recognized that employees no longer need to be seen merely as a workforce, but rather as the company’s potential. Economic success is closely linked to cooperation and communication between employees. Satisfied employees are generally more motivated and resilient.
2. Employees as a branding factor
In fact, a dedicated employee is equivalent to a brand ambassador; he or she thus maintains and preserves the brand and corporate culture. And not only to the customers. Because against the backdrop of an increasing shortage of skilled workers, employee branding is playing an ever greater role: the brand ambassador represents the corporate brand to potential employees. Who better to be an advocate than satisfied employees?
3. Fluctuation costs and damages the reputation
Without employee branding, companies deal more with high turnover and also less productive employees. This is expensive in the long run and damages the company’s reputation. Long-term projects suffer, customers are confronted with ever new contacts and increased training times result in higher costs with slower work.
The Bureau of National Affairs, for example, estimates that U.S. companies lose around $11 billion annually due to employee turnover. And this despite the fact that, according to studies, the USA has the most committed employees in the world. In contrast, according to a study by ADP, companies with engaged employees have up to 2.5 times higher revenues than comparable competitors with lower engagement rates.
Good B2E is worth an investment
No wonder more and more companies are looking at B2E as a serious factor in leadership decisions. This also includes investments in appropriate software that can provide employees with the desired employee experience. Here CRM for B2E can support.
CRM for B2E – for employee retention
For optimal communication with and among your employees, software plays a significant role today. It is well known from the xRM (Any Relation Management) concept that CRM software is valuable not only in relationship management with customers. Relationships with employees can be managed just as well as those with suppliers, dealers, partners or machines.
It is also important to network the CRM with your IT landscape, for example your ERP system. This ensures smooth processes between your employees and the accounting department, such as simple appointment scheduling or sending internal newsletters for personnel information.
Some companies also rely on special portal solutions for their B2E management. However, this is often not only an expensive solution, but also a partly superfluous one, because many functions are already mapped in CRM systems and even on a single, central database. And it’s the be-all and end-all for many factors of a good employee experience – think benefits like consistent information for all, access at any time or from any place, and so on.
B2E via CRM using GEDYS IntraWare as an example
The GEDYS IntraWare CRM offers numerous advantages for all aspects of the B2E:
360° view for all employees
Not only do your employees have a 360° view of your customers, but you also benefit from the transparent view, starting with the job posting. In the recruiting or application process, not only the first impression, but also the second, third and fourth impressions count to convince applicants of your company. All the better if you can shine here with the best information and smooth processes. To do this, you gather all data, documents, and contracts in one central location: the CRM.
Portal function via home page
The GEDYS IntraWare CRM, for example, offers the personally configurable home page for an individual overview and quick exchange of information. With special widgets, a wide variety of CRM functions or external data can be placed as a quick view on the home page.
This offers a remarkable number of possibilities for the end user to clearly display the information relevant to him and to enable quick access. This way, emails, dashboards, appointment overviews or the integrated knowledge base can also be displayed on the start page. As well as external information for example from Deutsche Bahn or Google or with the Corona widget the incidence values on site. GeDYS IntraWare’s Action Panel provides instant access to customer files, projects, scheduling, or simple note-taking.
Shared knowledge and up-to-date info
With Knowledge, the knowledge database, CRM offers a central and simple way for your employees to share knowledge and reliably access information and problem solutions. For example, you follow projects with the Follow function and are automatically informed about changes and new information. In this way, all employees are always on a uniform and up-to-date level of knowledge, without having to spend hours sifting through documents.
Not only does the link to your ERP system provide your employees with short and simple paths, but form functions also support the creation of applications by providing a clear overview of all options. Round processes for all communication channels are ensured by intelligent approval processes. For example, the workflow either flows directly to the HR department or automatically takes the route through supervisors for release.
Manage personnel development via CRM for B2E
The CRM offers managers comprehensive functions for the targeted development of their employees, because personnel development is one of the most important factors for satisfied and committed employees. This way, it is not only easy to plan training sessions via the event functions and to share them with the employees via special widgets. Managers can easily track who is attending what training, what prior knowledge is available, and what knowledge could be further developed through the extensive dashboard features. This gives managers the opportunity to provide their protégés with optimum support in developing their careers.
Hearing and appreciating valuable input
A committed employee wants to be heard and the company can only benefit from good ideas and suggestions. With regular surveys via CRM, managers have the opportunity to request input or problems. Just as important as the survey itself is the evaluation and response to it, because this makes employees feel that they are being taken seriously. Results can be evaluated directly in CRM so that appropriate measures can be initiated.
B2E is of great importance to business success and definitely worth investing in enabling software, or upgrading your existing CRM software to CRM for B2E.