Your OSC is Only As Good as Your CRM

The role of an Online Sales Counselor (OSC) has become pivotal in shaping customer experiences in the home building sector. These digital concierges are your guide, leading buyers throughout the process, assisting them with their queries and providing a constant touchstone. However, the effectiveness of an OSC hinges not just on their expertise and interpersonal skills but equally on the backbone of any sales operation: the Customer Relationship Management (CRM) system. Without a robust CRM system, the efforts of even the most diligent OSC go to waste.


The Symbiosis of OSC and CRM

Imagine your OSC as the conductor of an orchestra, where every department within your organization plays an instrument. The CRM system is the music sheet from which everyone reads. Just as a single off-note can disrupt an entire performance, a single piece of missing or incorrect information in the CRM can lead to a cascade of errors, affecting the customer’s journey and, ultimately, their satisfaction.

A well-implemented CRM system ensures that your OSC has access to real-time, comprehensive data about each customer’s preferences, interactions, and stage in the buying process. This information enables the OSC to provide personalized, informed assistance, making the buyer feel valued and understood.

“If it’s not in your CRM, it didn’t happen.”

We live by this mantra, and it underscores the critical importance of keeping your CRM up to date. Every interaction, every preference noted, and every piece of feedback must be recorded. This practice not only aids in creating a seamless customer experience but also provides invaluable data for improving your offerings and processes.

A fully-functional CRM system ensures that all departments stay interconnected, offering customers the best possible experience. Whether it’s sales, marketing, customer service, or the construction team itself, access to unified customer information enables each department to contribute effectively to the circular sales process.


The Dangers of a Neglected CRM

Neglecting the upkeep of your CRM can have dire consequences. Consider the frustration of a customer who has to repeat their preferences or history with your company multiple times because their information wasn’t accurately recorded or made accessible to the entire team. Such experiences can quickly alienate customers, making them feel insecure and undervalued. In the competitive realm of home building, where trust and personal connection are paramount, these missteps can be costly, leading to lost sales and tarnished reputations.

Furthermore, an outdated or poorly managed CRM system can impede the OSC’s ability to perform effectively. Without accurate and comprehensive data at their fingertips, OSCs are handicapped, unable to offer the level of service that today’s home buyers expect and deserve.


Ensuring CRM Excellence

To avoid these pitfalls, it’s essential to have a CRM that is not only well-implemented but also fully integrated into your sales process. This integration ensures that every team member, regardless of their role, has access to the same up-to-date information, fostering a unified approach to customer service.

The symbiotic relationship between OSCs, CRM systems, and other departments is at the core of our OSCs’ success. We know that without the core foundation of a strong, well-implemented CRM system, our OSCs cannot thrive. That’s why we offer comprehensive services that include CRM implementation and OSC training. Our goal is to equip home builders with the tools and knowledge they need to provide exceptional customer experiences. From ensuring your CRM is fully functional and up-to-date to training your OSCs to make the most of this technology, we’re here to help you build strong, lasting relationships with your customers.


A Lackluster CRM is Killing Your Sales

The effectiveness of your Online Sales Counselor is intrinsically linked to the quality of your CRM system. A well-maintained CRM is the foundation upon which successful customer relationships are built, enabling personalized, efficient, and cohesive experiences. Remember, in the digital age of home building, your OSC is only as good as your CRM. Ensuring that this crucial tool is properly set up and utilized is not just an investment in technology—it’s an investment in your customers’ satisfaction and your company’s future.

Your CRM system should be built to suit your company and your unique processes. To learn more about our CRM implementation service and how we can help you build a CRM that supports your business, instead of hindering it, click here.


Written By

Shari Morton

Shared Drive | CGO