CRM Should be a Key Part of Your Digital Transformation

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In this blog, we’ll discuss the benefits of integrating CRM with other back-office systems and why CRM should be a key part of your digital transformation.

Digital transformation is the integration of digital technology into most if not all areas of an organisation, fundamentally changing how you operate and deliver value to customers. It’s also a cultural change that requires organisations to embrace change and to consistently evolve their employee and customer experience.

To be successful, your digital transformation initiative must put the customer at the centre of your digital efforts, which involves connecting with your customers via robust CRM processes and tools.

360 degree view of your customers

A solid CRM solution contains a 360 degree view for all of your customer types. Customer types could include business to consumer (B2C) customers, business to business (B2B) customers, distributors, the public sector and wholesale customers, to name a few. Your single view of the customer should contain relevant sales, marketing, and customer service information as well as financial information, including performance year to date, customer win rates, customer lifetime value, competitive products purchased, and so on. By adding social media insight, to know what customers are saying about your company and products, as well as identity resolution tools, to help identify anonymous digital visitors, you are now in a position to leverage your holistic customer profiles for maximum impact.

At the most basic level, implementing CRM software provides a centralised database for customer engagement. There is so much more to CRM than that, but that is the starting point. With your service history for each contact easily accessible at any time, you can get a deeper understanding of customers and leads. This allows you to return to each subsequent interaction better prepared to make a sale or provide a great, personalised customer experience. What did the customer buy from your organisation last year? What do similar clients buy from you?

With StyleTech’s expertise we can help you go from this basic level of customer understanding to a more comprehensive and 360 degree view of your target audience. You have the opportunity to enhance your depth of knowledge about every customer by including variables such as their support experiences, post-sales engagement, lifetime customer value, and related customers in their network.

System Integration Crucial to Delivery of 360 degree view of the customer

Companies with disjointed and often manual systems often suffer greatly from lacking a single and comprehensive view of their customers. This disparate view of data can cause significant challenges for organisations:

  • Data entry into multiple systems leading to inaccuracies through data input, through human error or through timeliness of input.
  • Employees need to be trained on multiple applications, often leading to inconsistencies in processes and different customer outcomes.
  • The ability to deliver a seamless customer experience is almost impossible with some customer facing employees not having access to key data.
  • Customer segmentation is piecemeal at best and cannot be delivered without significant intervention.

Cost and resources are often the biggest considerations in finding the right CRM integration option for your organisation. In some cases, it makes sense to maintain legacy systems and integrate them. In others, it may be too expensive and makes more sense to migrate the existing data to a more modern application that supports new customer experience strategies. You need to determine what’s best for your organisation, get the right people and supplier on board, and put a project plan in place.

Conclusion

Hopefully throughout this blog post we have demonstrated just some of the benefits of CRM integration with business-critical applications to drive the adoption and benefits of digital transformation. With a powerful CRM at the centre of your processes and integrations helping systems run smoothly, your organisation can focus on doing what you do best.

We’re here to help. ViewPointCRM has been developed to help complex organisations serve their customers better through integration with legacy systems, developing robust workflows across teams, developing fit-for-purpose quotation and pipeline management tools as well as providing robust reporting tools. Get in touch with our team today for a demonstration and to discuss your needs or click here for a no-obligation demo.

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