Is Your CRM Software Working for You?

Do you know what your customers think of your company? Do you know why recent customers have moved on to other companies? Understanding why your customers stay and leave is crucial to the success of your business, for it can tell you what you’re doing right and what you’re doing wrong when it comes to customer relationships. The popularity of customer relationship management (CRM) software has made it easy for companies to cultivate customer relationships; however, recent research has found that many companies are using the software ineffectively and their customer relationships are suffering as a result.

Misused CRM software can be extremely damaging to your customer relationships and your business. Recent research has shown that many companies are failing to fully capitalize on the features included in their CRM software. Instead of using CRM to improve multiple factors of the business, many companies are implementing CRM systems with a single-focus on internal matters. This leads to unmet expectations as far as the software is concerned and wasted potential. If your company is struggling to maximize the potential of your CRM software, the following tips are for you:

  1. Realize that the data in your CRM software comes from a variety of channels.
    The advancement of technology has impacted the way customers communicate with businesses. According to a study performed by Business Insider, one in every five people own a smartphone while one in every 17 own a tablet. Customers are using devices other than computers to research and buy products; therefore, in order to remain effective, companies must implement a mobile strategy into their CRM project. This will become a crucial step for staying relevant in today’s culture. If your company is not using CRM software to interact with customers via mobile devices, you are missing out on valuable opportunities.
  2. Put a numerical value to the savings your CRM solution can provide.  
    When effective, CRM can help every area of your organization keep the focus on customers and revenue. Many managers, however, aren’t working directly with the system and have no way of knowing the value CRM could bring to their department. In order to convince your managers’ of CRM’s value, you need to provide them with quantifiable numbers. Make sure all of your projects are structured around revenue optimization and money-driven principles. Make long-term customer acquisition your goal and teach your staff how to foster low-profit customer relationships cost-effectively. This will not only secure your profit, but it will also prove the value of CRM to your leadership.
  3. Make sure the customers remain your priority.
    At the end of the day, the main purpose of CRM software is to foster customer relationships which – in turn – will hopefully drive sales, reach new customers, and achieve company-wide sustainability. The versatility of the software is certainly enticing and many companies find themselves losing track of their original intentions. While you can always utilize the features included in CRM, never forget that the customers are the sole focus.

CRM software, such as Sage CRM, can improve many areas of your business, but unless you utilize its customer relationship enhancing features, it will never be an effective solution. Reexamine your CRM strategy often and ask leadership if they can identify any areas for improvement. Constant evaluation will ensure that you are getting the most out of your solution.

If your company is struggling with obtaining value from your CRM solution, give us a call today at (866) 990-3994. We sell and support Sage CRM, an award-winning customer relationship management system designed to help you capitalize on your most profitable customer relationships and revolutionize your marketing strategies.

For more information about the valuable of a customer relationship management solution and strategy, download our whitepaper, “The Evolution of CRM: Building a True Customer Relationship Strategy”.

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