Powerful Customer Relationship Management (CRM) functionality is often an overlooked capability of business software. If you are researching the benefits of Enterprise Resource Planning (ERP) software then consider solutions which include CRM as part of the functionality. Glen Jewell, Sales Director at Blue Rock Systems, looks at the important benefits CRM can bring to your customer engagement.
“A decent CRM system can be used both in the office and on the road and, at the very least, will provide your team with accurate customer and prospect contact information. Better packages improve customer engagement by tracking every email, call and letter; allowing you to plan call backs, ongoing tasks, meetings and making sure you are fulfilling promises.
CRM that is fully integrated with your accounts and trading system can significantly improve your customer service. Giving your staff access to contextual personal information as well as transactional data can be useful in both sales calls and customer issue handling. In this way CRM helps you to deliver effective issue resolution and provides a more detailed view of the customer before contacting them.
With sales in mind, CRM can boost your marketing efforts too by effectively targeting clients with specific campaigns and focus your communications with them; being proactive will ensure you reach your consumers before your competitors do, and you are even more likely to achieve this if the process is quick and simple.
A word to the wise, CRM doesn’t just happen. It takes thought, setup, good data and someone (or a team) within your business with the passion and vision to make it successful and to encourage its continued use. If you are dedicated to keeping your records updated then the benefits of CRM will be apparent in the interactions you are able to have with your customers.
Providing your team the tools for effectively managing communication, sales opportunities and campaigns, enhanced with proactive workflow tools/task reminders is key to an effective sales and marketing strategy.”