How to make the most out of your CRM

How to make the most out of your CRM

Building rapport with customers has never been easier with customer relationship management (CRM) software. You can keep track of contact information, buying preferences, and sales patterns. It’s a must-have for all sales and marketing teams. If you want to know how to make the most out of your CRM, follow these tips.

Always update customer information
A CRM system is only effective when the data it provides is current. If the customer’s address, company name, or preferred method of contact has changed, your staff should update the information immediately, so your sales and marketing teams are always equipped with the right information and will know how to respond accordingly.

Use purchasing history for upselling opportunities
It’s easier to sell to existing customers than acquiring new ones. With your CRM, you can boost your sales performance by analyzing your existing clients’ purchasing history and designing promotions or events just for them. For example, if they recently purchased a razor from your online store, you can program your CRM to recommend related products like shaving cream or aftershave. Not only does this widen your profit margins, but it also makes your customers’ lives a lot easier and promotes repeat business.

Automate your processes
Since many of the tasks associated with data entry can be automated, take advantage of the workflow automation features in CRM apps to eliminate time-consuming and repetitive functions. For instance, when new leads are added to your CRM (via newsletter subscriptions or website visits), you can program your CRM to send follow-up emails, offer promotions, and push other marketing efforts to keep your business at the forefront of their attention and to help them remember your brand. This saves you from writing the same canned responses while also making sure that you’re engaging your clients throughout the entire sales process.

Learn from analytics
CRM can analyze customer trends and behavior. If you notice a spike in demand for certain products and services during the holidays, be more aggressive in pushing them out the next year. If certain email campaigns were more successful than others (e.g., higher open rates, click-through-rates, and potential customers), understand what elements were responsible for that success, and try to replicate them the next time you send a newsletter.
Customer data should also be used to shape sales and marketing tactics. A salesperson that already knows the client’s name, location, and preferences can deliver more targeted sales pitches and has a better chance of closing a deal. The point is this: If you’re not learning from your data, your business growth will be limited.

Integrate CRM with other business software
Incorporating CRM software to other programs makes it even more powerful. Integration with accounting software combines customer and financial data, eliminating redundant manual data entries and providing more insightful reports. When used alongside a VoIP system, your staff will get relevant customer information from multiple databases displayed on one screen when they’re about to make a call.

Get some CRM support
Work with a CRM provider that offers 24/7 support. Ideally, your provider should keep your data safe, update your software regularly, and advise you on how to use complex CRM features.
This may seem like a lot but remember: like every technology investment, CRM requires active participation from executives, managers, and frontline staff. If you need more advice on keeping customers happy or want to know what technologies can add value to your business, call us today.

Published with permission from TechAdvisory.org. Source.


Doug Renner

Principal Consultant

Doug Renner is a veteran of both business and the information technology industry. His most recent endeavor was founding Peak IP Solutions where he started the company in 2004 and led it for 14 years. Peak IP Solutions grew rapidly from inception to over $13MM in annual sales in just six years. They were recognized by CRN Magazine in the NextGen 250 category as a leader in the VAR/MSP space. Major partnerships with Cisco, VMware, Veeam, HP, InfoBlox and others helped drive the businesses growth in sales along with steady growth in their Security, Voice, and Network Managed Services solutions. In March of 2018, Telcion Communications Group acquired Peak IP Solutions. Doug has held many certifications over the years beginning with his Microsoft MCP on Windows NT 3.5. In 2000 Doug started working for Cisco where he earned several Routing, Design, Voice, Security and Data Center certifications. Currently Doug is working with Telcion to transition clients and business aspects. He continues to enjoy the technology and supports projects in the Bay Area geography. Doug enjoys time with his wife and two daughters, driving and camping in Volkswagen Vanagon Syncro campers, Snowboarding, Mountain Biking Investing, and walking Abbi, the family’s Australian Shepherd.