Is your CRM system your most valuable asset?

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Whilst hugely important, a CRM is not your most valuable asset. We would put customers and employees first.

In purely accounting terms, customers are intangible assets and employees are key expenses. Dismiss them as not being true assets at your peril. If you put customer and employee experience at the heart of your CRM strategy, you won’t go far wrong with your CRM implementation.

So in this post we’re going to show that by having customers and employees as key pillars underpinning your CRM strategy and implementation, you can expect to see a step-change in the performance of your organisation.

Looking at your organisation from your customers’ perspective

When your business looks at every transaction through the eyes of the customer, you can’t help but deliver a better experience, which in turn, increases loyalty to your company.

A good CRM system brings together all information from different departments in the company to offer a unified, holistic view of each customer in real time. This allows customer-facing employees, who work in sales, marketing and customer support, to make quick and informed decisions on everything: from upselling and cross-selling, to improving the quality of customer communication and responsiveness, to coordinating the management of sales and marketing campaigns, just to name a few.

CRM Systems are key to understanding your customers:

By having a 360-degree view of your prospects and customers, it’s easy to understand exactly who your customers are, what products they are interested in, their buying habits, how often they engage with your organisation as a whole and more importantly why.

With a deeper understanding of your customers, it becomes easier to recognise and ultimately meet your customers’ needs, creating the best possible relationships. By learning how to use CRM effectively, you can quickly achieve a competitive and strategic advantage over your competitors.

Enhance your Customer Service:

An effective and tailored customer experience means that you can offer support and help when and how your customers need it. Being accessible to your customers when and where they need you, with the right information at your fingertips can’t help but maintain and grow customer satisfaction by improving customer service and makes your customer interactions more effective…and enjoyable.

Customer service teams can effectively track conversations across different channels, including social media platforms. A customer may raise an issue in a channel, for example, Facebook or Twitter, but then switch to phone, email or live chat to resolve the issue in private.

Target and Focus your Marketing:

CRM systems allow your marketers to analyse contacts and target potential customers easily. Not only does a CRM provide you with a contact database and centralise your data, but it also makes it easier for you to slice and dice the information into meaningful insights and create the perfect target groups and segments

Your marketing team get clear visibility over every lead or opportunity and can plan out the whole customer journey from enquiry through to sale, giving them a better understanding of the sales pipeline coming in.

Streamlining your Sales process:

A CRM solution can help your sales teams to work more intelligently using the dashboard to keep track of fresh leads, plan a date and time to approach potential customers, book meetings, schedule follow-ups, handle quotes and requests, set reminders and recognise delayed possibilities.

Sales managers can access reliable pipeline data and quote information on their individual team members’ progress in achieving their sales targets and see how well individual sales teams, campaigns, and products are performing too.

Sale team members benefit from reduced administration, a greater understanding of their customers, and the opportunity to invest more time selling and less time inputting data.

Help reduce costs for your business:

When an organisation does things right the first time, every time, it saves money and time. A CRM system can make this easier in so many ways by enhancing your whole business’s efficiency. It can help improve lead generation, management, conversions and business planning. It saves time, reduces mistakes and maximises resources by helping workers refrain from manual data sorting and listing, and also makes their job easier in all respects. Implementing automated workflows and complex quoting tools can dramatically reduce internal process lag and ensure quotations are sent out quickly, improving quote-to-order AND book-to-bill timeframes.

Better customer AND employee experiences

By implementing a CRM solution that focuses on great customer experiences as well as employee experiences, you end up with happy customers, happy employees and a healthy balance sheet.

The right CRM solution will help your business sustain strong customer relationships and give the rest of your team the necessary tools to improve customer experience and service.

Only your organisation can decide on your most valuable asset, but if you’re looking to get started with a CRM solution, request a demo today or talk with our expert team.