Why use a CRM system?

A Customer Relationship Management (CRM) system allows businesses to manage customer data, improve communication and process flow across different functions, integrate data exchange between diverse business systems, and gain an insight into their performance.

CRM systems are typically used to help businesses with sales and marketing automation, along with the delivery of quality customer service and support.

Businesses that leverage CRM software see sales increase by 29%, sales productivity increase by 34%, and sales forecast accuracy increase by 42%

Source: Salesforce

Benefits of a CRM system

Single view of the customer

Provide users with easy access to complete and up to date information about a customer anytime, anywhere, on any device

Process automation

Improve collaboration between different teams through process rationalisation and workflow coordination with automated actions based on efficient business rules

System integration

Avoid bottlenecks and minimise manual intervention by linking business systems and allowing a secure flow and exchange of data between them

Intelligent insight

Measure and gain an insight into business performance through customisable dashboards and reports based on customer data

New revenue opportunities

Identify prospects for up-sell or cross-sell, and introduce existing customers to new products or services

Customer loyalty

Nurture and grow your customer base by improving interactions, support and service delivery to your customers at every touchpoint

CRM-ROI

The average return on investment for CRM is $8.71 for every dollar spent.

Source: Nucleus Research

Typical functionality of a CRM system includes

Contact management

Searchable contact information of customers and prospects, eliminating the need for multiple spreadsheets and duplicate data

Track interactions

Complete record of every interaction with customers and prospects, be it by phone, email, live chat, social media, or in person

Pipeline management

Track and manage leads through actionable tasks based on agreed timelines and targets

Marketing campaigns

Track and manage leads through actionable tasks based on agreed timelines and targets

Email & calendar sync

Integrate users' email and calendar to facilitate direct communication with customers and allow for reminders and notifications about scheduled actions, calls or meetings to be received.

Document digitisation

Store and manage documentation online, allowing shared access for all users.

Choosing the right CRM system

business consultants

With the plethora of CRM systems on the market, it can be a real challenge for businesses to identify and select the right system. Some systems may offer strong functionality on managing pipelines, inventory, order processing, and sales reporting. Some may offer in-built features for creating and managing large-scale marketing campaigns. Functionality aside however, what is critical when selecting a CRM system is a clear understanding and identification of your business specific needs coupled with a meticulous investment plan.

A good approach is to map out your business processes together with your customer journey, highlighting key touchpoints. Think about what tools your team is currently using, what processes they follow, and how they will want to use the new CRM system. Consider the most common tasks and identify ways of removing manual steps and eliminating bottlenecks. Take into account all of your existing systems and where data need to flow, be transferred, and processed. And do not omit to specify your ideal reporting criteria for performance reporting and business intelligence.

How to get started

At Conduit, we have been assisting our clients with their evaluation, selection, and deployment of CRM systems, covering every aspect to ensure a successful implementation and user adoption.

Whether you are about to start your CRM journey or have doubts about your existing system, contact us to get you on the right track for a successful CRM adoption.

Our CRM case studies

Sony PSE

Guiding Sony Professional Solutions Europe (PSE) in selecting a CRM platform to reduce costs, whilst providing campaign management flexibility & enhanced customer insight capture

Taking the effort out of managing customer data and sales activities with a customised implementation of Pipedrive, the easy to use, cloud-based CRM platform 

Achieving success and minimal disruption in replacing a poorly performing, poorly adopted CRM solution with one wholly aligned to the needs of a rapidly expanding, sales-driven business

What our clients say about us

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