CRM software is one of the most important IT tools any business can use. No matter what system you have in place, however, there is always some room for improvement. This can be on the tools you’re using or the way you’re using them. If you manage to constantly improve your system, and how you integrate it into your business, you’ll be able to get a significant return on investment and streamline your whole operation. Here are three simple ways you could improve your business’s CRM system.
Connect Every Source of Data with Your CRM System
Your CRM system is only as good as the information it receives and is stored within it. To work optimally, It should be able to automatically pull in data from sales management tools and financial software applications.
Unfortunately, not every CRM system is plug-and-play with every business system you may use, but there are solutions. You could use a tool like PieSync, for instance, to connect tools like Freshbooks, Quickbooks, Intercom, Zendesk, FreshDesk and other email marketing tools. Its two-way sync function means that the data your team members input into these applications will be automatically fed into your CRM tool and vice versa. PieSync could also allow you to automatically feed data to these applications, such as when you complete a sale in the CRM system and have your financial system generate an invoice while recording the payment.
Train Everyone How to Use It
A common mistake that businesses make is to only train salespeople in how to use the CRM system, however, everyone should be able to use it. For instance, you could let customer service staff update the customer’s records when someone calls in. This will ensure that any future contacts have the right information.
You should also teach tech support how to access these records, so the customer doesn’t have to repeat themselves. Don’t forget to train new hires in the use of the CRM system – don’t force them to rely on a short training session by the tech guru on the team.
Track Customers through the Sales Cycle
Customer relationship management systems are invaluable if you have data regarding every stage of the sales cycle, and you should collect as much as you can if you really want to unleash your CRM’s full potential. What social media channels brought someone to the landing page where they signed up for your marketing emails? How many contacts did you make before they bought their first product? How many customer service complaints or service calls have they made? Who is reordering products from you and what are their demographics? Who drops your service and why?
When you collect this information for every customer, you’ll be able to see the bigger picture. You’ll then be able to take action based on this data. You could check if your conversion rates are falling, for instance, or if customer purchasing patterns are changing.
A side benefit of this approach is that your sales team will know what the customer’s current needs and wants are. If you have this level of information, you’re also more likely to be able to predict their future needs. Your marketing department can then send content that customers find convenient and see as proof you really do understand them.
There’s always room for improvement in business. However, there are a few simple ways you can get far more out of your CRM system, dramatically improving productivity while potentially raising revenue and cutting costs.