How Kunal Girotra is Using Data to Unlock Next-Level Customer Connections
Kunal Girotra, who has more than ten years of experience in the fields of business analysis and commercial operations, is the one who is changing the sales philosophy.
The traditional ways are being replaced by the driving forces of data and contact centers. His projects, which have earned him the 2024 Customer Engagement Champion award, are an amazing mix of exploiting the new technology while still maintaining close contact with the customer through human interaction.
Dealing with Legacy Systems: The Problem of Transformation
Girotra argues that the main reason for not modernizing the sales systems is not the technology but the unwillingness to change. He points out that people at every level, from junior sales staff to top management, most of the time, do not really want to break the routine which they find comfortable.
He champions for early and obvious victories. He caused a “then and now” effect in his organization by demonstrating the improvements in KPIs (Key Performance Indicators), developing the habit of celebrating small victories, and, strategically, seeking feedback.
Girotra ponders over the technology aspect and puts forward the classic dilemma of whether one should develop a solution in-house or buy software. He shares his observation that the matter can not be answered with a single solution that fits all.
Purchasing a solution leads to fast installation but possibly an inability to adjust; producing a solution grants the benefit of a perfect match but consumes time and requires specialized skills. Nevertheless, the decision at the end should take into account the company’s policy and the long-term appropriateness of its internal muscle.
Fostering Adoption: Champions, Not Enforcers
The adoption of new technology is only the first step; the major problem is user acceptance. In the view of Kunal Girotra, the whole process of acceptance has to be thought of as a ‘selling effort.’
He clearly describes the advantages to everyone on the team, then employs adoption trackers to identify slow uptake and urges doubting consumers toward the new tool, building a powerful narrative.
He also rewards power users, early adopters who become internal advocates by mastering the system. He demands a feedback loop to engage users more. He gets direct feedback from power users to improve the tool; then, he modifies it according to what actually benefits individuals to carry out their work more effectively.
Unifying Customer Interactions: Building a 360° View
Deep empathy underpins Girotra’s strategy to integrate client data. Starting with knowledge of the several customer categories, whether someone is negotiating a large B2B deal or buying from a mobile app, he maps their individual path.
Next, he combines information from various sources. These could comprise mobile applications, point-of-sale systems, or third-party databases.
Most importantly, he combines these sources using a CRM system with automated processes. This combined system enables his crew to spot patterns in consumer behavior, anticipate needs, and give more tailored experiences at the right time.
The Future Now: AI’s Role in Sales Transformation
Girotra looks towards how artificial intelligence will transform corporate sales with a visionary yet pragmatic eye. Sales CRMs will increasingly house ‘AI companions’, interfaces that support sales reps at every stage, from contract renewals to prospecting and lead generation.
Also Read: A Practical Guide to Understanding Order-to-Cash Software Systems
As artificial intelligence takes on chores including data entry, proposal preparation, and follow-up scheduling, he claims, administrative burdens will be reduced radically.
He forecasts that it will liberate sales professionals to concentrate on what matters most: building trust, cultivating connections, and injecting a human touch into every engagement.
But he warns, the basis for artificial intelligence’s success is multi-dimensional data, structured, clean, highly representative, rather than only high quantity. He thus implores leaders to support the fundamental infrastructure and data plan as well as AI tools.
