CRM Thought Leader, Paul Greenberg defines Customer Relationship Management as:
'A technology & system that sustains sales, marketing & customer service activities. It is designed to capture & interpret customer data, both structured & unstructured, & to sustain the management of the business side of customer related operations. CRM technology automates processes & workflows and helps organize & interpret data to support a company in engaging its customers more effectively.'
There are many reasons why an organisation will decide to implement a new CRM strategy.
Contact us to discuss your requirements and get advice from one of our CRM experts.
On this page we've listed 16 examples of frequently encountered business problems that a professionally implemented CRM solution will resolve.
CRM for Sales & Marketing
- Sales administration is absorbing too much time. This might involve compiling manual forecasts, long winded quoting processes and duplicated effort to process completed orders.
- Marketing budget isn’t being used effectively because contacts are poorly segmented so messages aren't targeted and result in unsatisfactory volumes of leads.
- You don’t know how many leads your email campaigns are generating, or how many were converted into sales.
- Too many sales opportunities are lost because no one kept in touch with prospects through follow-up calls or lead nurturing messages.
- You can't see a clear view of each customer relationship in one application which includes their order history which is a barrier to identifying new selling opportunities.
CRM for Customer Service Teams
- Customer churn is too high. Existing accounts aren’t segmented effectively and staff aren’t prompted to proactively follow up and engage with customers.
- Data is stored in different places which prevents anyone from seeing the full picture. This results in poor communication and weak service when important customer's can be easily identified and relationship information isn't readily available.
- Service requests aren't being dealt with efficiency and customer issues are frequently missed due to poor visibility and reporting of outstanding items.
- Decision making is based on ‘gut feel’ and guesswork because reports aren’t trusted, or easily compiled.
- You can’t confidently predict cash flow, project delivery or production requirements because supporting forecasts aren’t available, or are incomplete.
- Key performance indicators aren’t being measured so some problems are being swept under the carpet and high achievers aren’t consistently recognised.
Managing Contacts & Processes
- Teams are using a mix of systems but none of them connect. As a result, many processes are being duplicated and time is wasted throughout the business.
- People are less effective when they’re away from the office because they can’t get access to the information they need.
- Many processes and checks rely on the manual intervention of a small group of people, or just one person, which are prone to failure when these individuals aren’t available.
- Many workflows consist of repetitive, time consuming processes. Routine tasks are taking too long to fulfil resulting in uncompetitive operational costs.
- Your client data isn’t secure. Any team member can easily copy customer lists into a spreadsheet.
Implementing a New CRM Solution
If one or more of these problems exist in your business, it's time you considered a professionally implemented CRM system. Learn more about the benefits of Customer Relationship Management and check our CRM planning steps.
The most successful organisations exploit their CRM applications to great effect. Many teams increase the effectiveness of their CRM technology by first utilising a CRM consulting specialist.
The objective of a CRM partner like Preact is to help your business develop CRM practices – or enhance those already in place. The result is reduced operational costs, better client retention and CRM driven growth.