Customer Relationship Management (CRM) systems offer a host of possibilities for sales, marketing, customer service and more, but unless you know how to use your system, you could be left with no return on investment (ROI). In order to drive results and growth from implementing a CRM system, you first have to start with a firm understanding of what you will get out of the system. Unfortunately, most companies think of CRM as an end-all, meaning they expect to put the system in place and sit back and watch the magic happen. This is not the case. A CRM system is meant to help a company make meaningful connections with customers that drive better quality of service and better personalization, but it doesn’t do this on its own. Instead, use CRM as a building block to grow and scale your company.
How To Properly Use CRM
According to Travel Market Report, only about 24 percent of businesses ask for contact information when first talking with a customer or prospect, and only 15 percent of companies have an opt-in email subscription program. This kind of information is critical to turning one-time buyers into loyal customers. A CRM system can help you gather this information easily and keep it organized in one system. You can even target people based on past purchases and provide them with information regarding new products related to the ones they previously bought or accessories that go with their purchases.
While some companies are content with letting leads come to them, CRM can be used to find leads earlier on in the process. According to Tech Target, with inbound marketing you are able to intercept the customer early on, and using the analytics provided by your CRM system, you will be able to determine who is a qualified lead and begin the sales process from there. By intercepting at the earliest possible moment, backed with data, you have an advantage against your competitors.
Automation is one of the most valuable capabilities of a CRM system. For a company, processes that can be automated should be. According to Tech Target, here are some ways CRM can automate processes:
- Compiling important customer data in one place in an organized manner.
- Deciding who is a qualified lead.
- Tracking your marketing campaign’s success.
- Targeting social media marketing to reach those who will be interested.
- Tracking when customers are likely to fall out and intervene to re-engage them.
Using automation, you can cut down the time spent on routine tasks and re-allocate that time to more important processes such as sales, marketing or customer service.
CRM has many capabilities, and finding the ones that fit into your company structure is the way to scale your company. MDL Technology is a Microsoft CRM partner, which means you will get the best CRM system backed by one of the leading technology companies in the world. Learn more about our CRM capabilities here.