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