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Therefore, the establishment of a good CRM team should start with the following three aspects.
Training
The key point of a good CRM team is that the personnel has to establish customercentric business concepts and service sense, while having certain business skills. So, the objective of training is to catch that key point, the company could open a periodic training course containing value training, team spirit training, business knowledge training and customer service training to improve the quality of the personnel in CRM team.
Incentive
According to the incentive theory, the incentive consists of positive incentive and negative incentive. (Baidu 2010) For the personnel in the CRM team, initiative and creativity are needed, so negative incentive shouldn’t be used, the company could use the positive incentive which combines material incentive like money and presents with the spiritual incentive like honour and promotion to motivate the personnel.
Evaluation
It is imperative for the company to institute a system of evaluation about the personnel’s qualities and abilities on the basis of the evaluation, the company can evaluate the personnel in depth and make the best possible use of them, while providing the basis to the personnel’s commendations and promotion. But, it is difficult to measure the personnel’s performance by data, so the company had better to use the qualitative analysis in the customer feedback, personnel’s business knowledge, work enthusiasm, sales report and other record information to evaluate the personnel.