Friday, June 5, 2015Global Administrator

How to Maximize Your CRM's ROI

Simply put, a CRM system is an investment; here are a few best practices to ensure that you get everything you need out of it.

Best practice #1: Make the CRM platform work for you

When first configuring your CRM system, make sure you have the capability to customize it to work for you. Map out the fields and reports that work for your company’s needs. There is great value in having this done before you implement it across your organization. This gives the CRM system the ability to work for you; saving you and your company valuable time. You have invested in this CRM, make sure it does what you need it to do.

Best practice #2: Testing is everything

Make time to do proper testing and training with all customer facing departments. Also keep in mind that you have made a considerable investment in this system, so having the confidence in your team that they know how to use it is imperative.

Best practice #3: Use all the features

If you’ve ever worked in an office, you’ve no doubt used excel for just about everything – reporting, day to day tasks, customer records, etc. We know old habits are hard to break, but you’re paying for a quality CRM system, why not use it? Take the time to learn and use all the features offered to you, and get rid of those tedious spreadsheets!

Best Practice #4: Refine your processes regularly

Take time to meet with the regular users on a quarterly basis. It’s important to refine the process and system regularly to ensure that the CRM system is working for you (Re: best practice #1). Having meetings with those who use it every day gives you an inside look at what’s working, what’s not, and what can be improved.

Best practice #5: Consider how it interacts with the customer

The number one reason for having a CRM system is to ensure that you manage your customer relationships well. That is why it is imperative that you know how the system interacts with your customers directly. This could be through phone calls, email, social media, ad campaigns, etc. Whatever it may be, ensure that you spend time perfecting it!

Best Practice #6: Sharing between all customer facing departments

Ever heard the expression that “Secrets don’t make friends!”? In this case, they really don’t! Ensure that there is an appropriate level of transparency (depending on your company culture) between the customer facing departments. When there are roadblocks, the customers are the ones who are affected negatively.

Best Practice #7: Ensure you have proper measuring tools in place

Analytics and reporting are key to any business. As a company, this is what gives you direct insight into how each department is doing. This is why best practice #3 is so important. If you use all the features, and properly for that matter, you will get clear, automatic and thorough reporting.

Investing in a CRM can easily make your sales and marketing teams more productive and effective. In addition, it can make internal processes more efficient. Without your customers, your business would not stay afloat, which is why starting, building and maintaining customer relationships are so important!

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