More and more businesses are realising the excellent benefits of customer relationship management (CRM). It’s the first step towards providing exceptional customer experiences that can give your business an edge in today’s fiercely competitive markets. That’s why we’ve compiled a list of the top CRM tips to help you get the most from your CRM system.
A CRM system provides a centralised location for companies to record customer information, including contact details and notes on all historical customer interactions. This allows businesses to gain a deeper understanding of their customers, which is key to delivering the types of personalised experiences that lead to higher satisfaction, more sales, and customer retention.
To leverage the full benefits of CRM software, it’s important to understand how to maximise the return a CRM can provide for your business. Whether you’re thinking of implementing a CRM solution or you already have one in place, here are 10 useful CRM tips you should consider to optimise your investment.
But First, Make A Few Key Considerations
As the most valuable software worldwide, according to a Salesforce-sponsored 2021 survey, it’s no surprise that companies are lining up to reap the benefits of CRM. But if you’re looking to implement a new CRM system, you should consider a few key points first. Ask yourself:
- What do we need from the CRM?
- What resources will implementation require?
- Which organisational changes must we make?
- Will we be better served with on-premise or cloud-based CRM?
Take care to answer these questions as accurately as possible to ensure a successful rollout, boost user adoption or maximise what you have. With this in mind, here are the 10 tips and tricks for driving business growth via CRM.
10 CRM Tips To Grow Your Business
Build A Tailored CRM Strategy
Regardless of your nature of work, you’ll need a well-thought-out business strategy to reach your full potential. This same concept applies when it comes to your CRM implementation. Having a plan of action will give you a clear roadmap that leads you to your goals.
Are you looking to improve customer satisfaction? Can you better integrate sales and marketing teams through CRM? Does your sales manager want to uncover opportunities to increase sales and revenue via CRM? When you know what you’re trying to achieve with your CRM solution, it becomes much easier to map out how you’ll satisfy customers in the process of striving for other set objectives.
Choose The Right Partner
There’s a plethora of CRM systems out there, and the number of options can complicate the decision-making process. In addition to this, you’ll need to vet numerous CRM partners and select the best one that’ll not only ensure a successful CRM implementation but will also help you get the most out of your CRM projects.
It’ll be helpful to consider the capabilities you have in-house to support your CRM and the skills you might need to build or rely on a partner for.
Does your CRM partner provide quality support? Can they resolve bugs and other technical issues quickly? Are they knowledgeable in your specific industry? These are the types of questions you want answers to before choosing your CRM partner for the best results.
Understand The Capabilities Of Your CRM
It’s important to have a full understanding of your CRM solution’s core capabilities. Knowing what the software can and can’t do helps to manage expectations and deliver the best results. While there’s no perfect CRM system, some of the key features to look for in your CRM solution include:
- Contact management
- Interaction tracking
- Lead management
- Email integration
- Document management
- Quotes/ proposal management
- Pipeline management
- Workflow automation
- Analytics and reporting
- Sales forecasting
Put Emphasis On Business Processes, Not The CRM Software
There’s a big advantage to having CRM partners with extensive experience in your field. While all businesses are different, there’s often only small variations to how companies in the same industry generally operate.
CRM providers with a good understanding of the typical internal and external processes in your sector are far better equipped to implement technology CRM tools that meet your business needs. If required, they’ll be able to help you outline customer flow and incorporate certain customisations like custom fields that are unique to your business.
Maintain Clean CRM Data
All the other recommendations on this list won’t amount to much if you’re working with inaccurate customer data. Upon successful CRM implementation, it’s important to keep an eye on your customer information, ensuring it continues to be fit for purpose. Implement CRM processes for recording and maintaining the data, and provide the level of staff training that’s crucial to establishing the right culture from the beginning along with ensuring user acceptance.
Clean CRM data will help you drive more meaningful conversations with prospects and customers. It’s an excellent foundation for converting more prospects into customers and elevating customer satisfaction.
Leverage CRM Analytics
All modern CRM solutions come complete with powerful analytics and reporting features. Use these tools to gain key insights into your performance and identify opportunities to propel growth.
Are some products or services more popular at certain points in the year? Which types of email campaigns are driving sales, and which ones aren’t even being opened? Are marketing teams delivering enough quality leads for sales reps to convert? Carefully analysing the data — whether good or bad — will help you make informed decisions that take you closer to your goals.
Integrate Your CRM With Other Business Tools
In addition to being an excellent tool for managing customer relationships, your CRM system should also help you to streamline business processes. By connecting your CRM system to other tools your staff relies on for work every day, you can enhance the functionality of your software by automating numerous processes.
Instead of wasting valuable time jumping back and forth between multiple systems or carrying out unnecessary repetitive tasks, your employees can focus on more important duties like delivering exceptional customer service or driving sales after successful implementation.
Don’t Overlook Mobile CRM
We’re now living in a mobile first world. As such, you’d be wise to consider cloud-based CRM software that provides mobile functionality. It’ll give your team access to all the customer information they need to perform their jobs effectively wherever they are through their mobile devices.
In fact, mobile CRM boosts productivity according to studies by Forrester Research and Nucleus Research. Sales reps that use mobile CRM reach their sales targets far more often than reps who don’t. Having visibility into key customer data while you’re on the move will greatly improve customer service.
Personalise Customer Interactions Through CRM
With so much information at your fingertips thanks to CRM, there’s no reason you shouldn’t be establishing a personal connection with customers. Is a customer eligible for special offers? Can you add them to a loyalty program? Did they register interest in a product that was previously unavailable but is back in stock now? Has the customer been speaking to a specific account manager who’s no longer with you?
CRM software helps you answer all these questions and significantly improve customer service in the process. Access to real-time insights, including an entire history of orders and all prior communications with any individual helps your customer-facing staff personalise customer interactions. This type of customer centric approach makes customers feel valued, which boosts loyalty.
Establish Consistent Communication Through CRM
In addition to using your CRM system to personalise the customer experience, you should also look to establish consistent communication. This is not to say, you should swarm your prospects and customers with non-stop messaging. Leverage all the data at your disposal to create relevant communications.
And you shouldn’t always be trying to sell — incorporate correspondence that generally adds more value to your customers as well. CRM systems can help you remind customers about important dates and life events, for example. Not only is it helpful but it also keeps your business front of mind, which will serve you well in the long run.
Increase Productivity With The Help Of CRM Software
There you have it — the top 10 ways to get the most out of your customer relationship management software. From strategy to successful CRM implementation and maintenance, your CRM system will help you manage customer relationships better than ever before.
These CRM tips and tricks will set your small business on a path towards business growth and happier customers. You’ll achieve this by generating more leads, boosting conversions, driving sales, streamlining internal and external business processes, and delivering better customer service overall.