HR and CRM: one does not go without the other !

by Yanick Jomphe, Ph.D., Consultants YJomphe

Human Resources (HR) is the core of any organization. This department not only represents all staff but is at the heart of a series of complementary strategic functions that cement the relationships between management and employees.



Of the HR responsibilities, payroll and benefits are the most visible and quantifiable. However, human resources, in the broad sense, transcend the simple pecuniary aspect to overflow the work climate and productivity of the company. This is precisely where the leadership quality comes in to ensure that all employees can find optimal working conditions in their work. It is here too that CRM (Customer Relationship Management) projects can be added to promote the loyalty of not only the clients but also the entire staff. In this sense, HR is inseparable from CRM. They form the crucible, as illustrated in these cases:

– Business managers estimate that it costs three to ten times more to recruit than to retain customers. In my opinion, the same phenomenon could apply to the employees of an organization. The contribution of a combined CRM-HR project could contribute to their loyalty by sharing information with the company, in order to promote better interpersonal communication.

– We talk frequently about follow-up of customer satisfaction after visiting for recommended servicing or other actions identified in the stimulus cycles. It would be possible, in the case of employees, to establish CRM processes specific to their situation by meeting them regularly and ensuring that they are happy in their work environment.

– How can the progress of a CRM-HR project influence the work climate of the entire organization? The project will have the effect of influencing the other functions of the company. The recovery or business development department (BDC), for example, will naturally be more productive with motivated, valued and independent employees.

Valuation and ripple effect

Car dealerships managers perform a variety of mandates including financial management, sales, service and customer satisfaction. Among these strategic functions, “staff management”, valuing it, symbolizes the key element that leads to the success of an organization, it is the ultimate goal! Employee valorization is about recognizing the behaviors, efforts and achievements of an employee or team for their contribution to accomplishing the company’s goals. Good HR practices allows for better logistics in carrying out responsibilities, a positive work environment, staff motivation and a sense of belonging.

Become an excellent boss!

According to Vicki Salemi and Sandra Naiman, authors of the book Big Career in the Big City, the qualities required to be an excellent boss can be summed up in ten points that I submit to your reflection:

1    Ask the staff what the best way is to help them do their job.

2    Make sure each employee has all the information, resources and support that he needs.

3    Provide your employees with continuous, positive and creative feedback.

4    Offer them professional growth opportunities.

5    Do not talk about the difficulties you are experiencing.

6    Inspire confidence.

7    Be compassionate.

8    Listen.

9    Understand what your employees do.

10  Testify to them gratitude for their work.


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