Optimize relationships between companies and employees
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 companies and customers, the focus here is primarily on communication with employees. This has now also been recognized as a major 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 variety of company relationships.
What exactly is behind B2E and how your CRM software or xRM software can help you optimize it is summarized in this blog article.
Table of contents
What is B2E? A brief definition
B2E is short for Business to Employee. It refers to the management of the relationship between a company and its employees. This is achieved 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 processes are optimized. But the exchange of information and individual knowledge also play a role.
Why is it worthwhile for companies to optimize B2E? 3 exemplary advantages
The aim of B2E is to optimize all points of contact with and between employees so that employees have a satisfactory employee experience. You can already see from the technical terms how close CRM and eRM ( short for Employee Relationship Management) are and therefore how B2E management also benefits from the functions of CRM software. This extends from recruiting and the application phase to the long-term relationship between employee and employer. In this respect, B2E is strategically positioned alongside benefits such as flexible working hours, bonuses and further training. A CRM for B2E is therefore a logical conclusion.
Satisfaction as a driver
In recent years, companies have increasingly recognized that employees must no longer be seen merely as workers, but rather as potential for the company. Economic success is closely linked to cooperation and communication between employees. Satisfied employees are generally more motivated and resilient.
Employees as a branding factor
In fact, a committed employee is like a brand ambassador, maintaining and upholding the brand and corporate culture. And not just towards customers. Against the backdrop of an increasing shortage of skilled workers, employee branding is playing an increasingly important role: the brand ambassador represents the corporate brand to potential employees. Who better to act as an advocate than satisfied employees?
Staff turnover costs money and damages reputation
Without employee branding, companies have more to do with high staff turnover and less productive employees. This is expensive in the long run and damages the company ' s reputation. Long-term projects suffer, customers are constantly confronted with new contacts and increased training times lead to higher costs and slower work.
The Bureau of National Affairs, for example, estimates that US companies lose around 11 billion dollars a year due to employee turnover. This is 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 investing in
It's no wonder that more and more companies are taking B2E seriously when making management decisions. This includes investing in appropriate software that can provide users with the desired employee experience. This is where CRM for B2E can help.
CRM for B2E - for employee loyalty
Today, software plays an important role in ensuring optimal communication with and among your employees. From the concept of xRM (Any Relation Management), it is known that CRM software is not only valuable in relationship management with customers. It can be used to manage relationships with employees as well as 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 arrangements or the sending of 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, as many functions are already mapped in CRM systems and even on a single, central database. And this is the be-all and end-all for many factors of a good employee experience - think of benefits such as uniform information for everyone, access at any time or from any location and so on.
B2E via CRM using Gedys as an example
The Gedys CRM offers numerous advantages for all aspects of B2E:
360° view for everyone involved
Not only do your colleagues have a 360° view of your customers, but you also benefit from the transparent view from the job advertisement onwards. When it comes to recruiting and the application process, it is not only the first impression that counts, but also the second, third and fourth impressions to convince applicants of your company. All the better if you can shine here with the best information and smooth processes. To achieve this, gather all data, documents and contracts in one central location: the CRM.
Portal function via start page
Configure your personal start page for an individual overview and quick exchange of information. Special widgets can be used to place a wide range of CRM functions or external data as a quick view on the start page.
This offers a remarkable number of options for the end user to clearly display the information relevant to them and enable quick access. E-mails, dashboards, appointment overviews or the integrated knowledge database can also be displayed on the start page. External information, for example from Deutsche Bahn or Google, or local incidence values with the Corona widget, can also be displayed. The Gedys Intraware Action Panel provides access to customer files, projects, scheduling or simple note functions in a matter of seconds.
Shared knowledge and up-to-date information
With Knowledge, the knowledge database, the CRM offers a central and simple way for your employees toshare knowledge and reliably access information and solutions to problems. With the Follow function, for example, they can follow projects and are automatically informed of changes and new information. This means that everyone is always on the same, up-to-date level of knowledge without having to spend hours trawling through documents.
Optimal workflows
Not only does the link to your ERP system provide you with short and simple paths, form functions also support the creation of applications by providing a clear overview of all options. Intelligent approval processes ensure smooth workflows for all communication channels. The workflow either flows directly to the HR department or takes the automated route via line managers for approval.
Manage personnel development via CRM for B2E
The CRM offers managers extensive functions to support their employees in a targeted manner, as personnel development is one of the most important factors for satisfied and committed employees. Not only can training courses be easily planned using the event functions and shared with employees via special widgets. Managers can use the extensive dashboard functions to easily track who is taking part in which training, what previous knowledge is available and what knowledge could be developed further. This gives managers the opportunity to optimally support their protégés in their career development.
Listening to and appreciating valuable input
Committed employees want to be heard and the company can only benefit from good ideas and suggestions. With regular surveys via CRM, managers have the opportunity to ask for input or problems. Just as important as the survey itself is the evaluation and response to it, as this makes employees feel that they are being taken seriously. Results can be evaluated directly in the CRM so that appropriate measures can be initiated.
Conclusion
B2E is of great importance for the company's success and definitely worth investing in beneficial software, or in the expansion of your existing CRM software to CRM for B2E.
CRM-SOFTWARE-BROCHURE
In our CRM software product brochure you can read, among other things, how you can optimize processes and increase your turnover by focusing on your customers and optimal teamwork between marketing, sales and service.
