Are You Getting the Most Out of Your CRM?

Using a CRM system has many benefits, including streamlining your business, increasing sales, and helping employees be more efficient. But, many companies utilizing CRM systems aren’t using the systems properly or maximizing the full benefits. Unfortunately, many companies spend a lot of time and money implementing a new CRM and never actually use the system to its full potential – don’t become one of those companies! Using a CRM system effectively provides much value and gives your organization a competitive advantage.

So, how do you know if you are getting the most out of your current CRM system?

Here are 5 capabilities your CRM system should be enabling your organization to do.

1. You can engage with customers on any channel or device
Blog_7.19.17_graphic1Your customers should be able to choose to interact with your company in multiple ways. On the flip side, your company should also be able to interact with them in multiple ways so you can provide effortless support experiences. With connected systems and devices, your company will be able to keep customers happy by noticing red flags and avoiding issues.

2. You can deliver fast personalized service and support
If you can provide personalized service while having a complete customer view, that’s a great benefit of your CRM. Some CRM systems, like Microsoft Dynamics 365 for Sales, can even guide agents to the right actions by surfacing relevant information at the right time. You can use this type of service and support to upsell or cross-sell and capitalize on more revenue opportunities.

3. You are learning from every interaction with a customer
With an effective CRM system, your organization can create opportunities to improve your sales and customer service experience through direct survey feedback and discussion forums. Also, with a complete customer history in front of you, you’ll be able to see past interactions and determine how to approach future ones.

4. Your sales performance is improving
If your CRM system allows you to have full visibility into your company’s sales performance, that’s great. If not, you should consider implementing a CRM that enables you to view analytics dashboards, understand historical and predictive data, and motivates your sellers by promoting teamwork and accountability.

5. Your business objectives are being met
When you first implemented your CRM system, you hopefully laid out a strategic plan with objectives you wanted this system to help you achieve. Is your current CRM still on that track? Or, has your business outgrown what your CRM can help you do? We encourage companies to re-evaluate their CRM business objectives annually to determine if they are still on track. If your objectives are not yet met (or on track to be met), it may be time to evaluate a modern system.

If any of these 5 capabilities are not being met for your organization, you are not maximizing the full benefits of your CRM deployment. This could mean there is functionality you’re not taking advantage of, it is time to upgrade to a newer version or that your current system is no longer the best tool for your business needs and it may be time to evaluate other systems.

Don’t lose your competitive advantage by lagging in Sales support technology. If your needs aren’t being met and you’d like to talk to a CRM expert, contact us and we’d be happy to chat.

Author: Janet Thomas, Director, D365 for Customer Engagement

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