None of us was born with the set of skills and knowledge that we have acquired through our lifetime. In the same manner, no company has a CRM system implemented at the time of its foundation. Usually, the organization of work and processes related to clients is based on simple solutions and gets more advanced over time. Most often companies start with an Excel spreadsheet.
To a particular stage of the company’s development, Excel-based solution could be enough. However, sooner or later instead of a solution it becomes more of a problem. Finally finding crucial information seems to be a nightmare and a flow of information between individual employees or company departments becomes laborious and problematic. This starts to create situations that significantly reduce efficiency. Sales department loses its contacts and forgets to call to potential clients. The customer service department is not able to meet the expectations of people who ask for help and the leads generated by marketing are lost in space. It is also impossible to estimate the effectiveness of each activity.
In other words, when the organization becomes more prominent, the need to implement the CRM system is growing proportionally. In the beginning, we would like to highlight the three most important areas that the implementation of the CRM system will influent: marketing, sales and customer service.
Why is it worth to implement a CRM system?
- The average ROI for CRM is almost 900% for each 1$ spent.
- 82% of people who work in sales believe that the CRM system is crucial for them.
- 74% of companies using the CRM solution improved their relationships with their clients.
- 47% of users of CRM systems believe that this type of solution had a significant impact on customer satisfaction and retention.
- In 45% of companies, a direct effect of the implementation of the CRM system on the growth of the company’s revenues was observed. 39% noted the increase of up-sales and cross-selling.
Aspects of the company’s operations, which are most often positively affected by the implementation of the CRM system:
When is the right moment to implement a CRM system?
- You run marketing activities that aim to acquire leads
Generating leads or any other actions aimed at encouraging users to lever their contacts details is one of the primary marketing activities that are strategic support for the sales department.
Keeping the acquired customer data in a spreadsheet in an associated with certain risks:
- the chaos that can quickly arise in the spreadsheet,
- forget to contact the lead,
- no tools for aggregating, segmenting and analyzing leads,
- low data security.
For these reasons if your organization conducts activities aimed to generate leads the implementation of the CRM system is crucial. This type of solution will help in grouping leads, scoring their quality, facilitating the establishment and development of business relationships and creating sales opportunities.
Additionally, as part of CRM, it is possible to analyze leads in terms of won and lost sales opportunities. Thanks to this it is possible to determine why certain groups of acquired contacts convert into sales, while others do not.
In case of Microsoft Dynamics 365, if you enter enough data, you can use the help of artificial intelligence, which will prompt subsequent actions that should be taken to turn leads into opportunities and then win them.
- You want to systematize the sales process in your company
Better organization of the sales processes in the company means higher revenue. Simple as it is. Of course, there are many companies which are able to manage somehow without standardizing such processes.
However, it might happen that in such companies sales associates tend to forget to contact the clients, sometimes are unprepared for meetings or have problems with the right selection of priorities. For example, they focus on clients with low potential, omitting those with the potential to be of high profit to the company.
Will a single situation of this type make the company go bankrupt? Certainly not. Can it lead to problems with cash flow? Maybe. Would a significant reduction of such problems translate into an increase in the company’s revenue? Certainly yes.
Determining what sort of actions help sales associates to close the deals and standardization of such a procedure makes their work way more effective. Thanks to this, the sales department can convert people who have contacted the company more often. Research conducted by the Sales Management Association shows that systematizing the sales process can increase its level by up to 28%.
- You want to improve Customer Service quality
Improving customer service is another critical area influenced by the implementation of the CRM system.
When the client contacts the company, the employee has access to 360 view, in which Customer Service team member can see the contact history and the way the relationship between the company and the customer has been going so far. This helps to avoid situations in which every contact starts from scratch, and it is necessary to re-diagnose the needs, expectations, and scope of information that a given customer already has or has not. Thanks to this, a person who turns to your company has no feeling of being anonymous to you.
The CRM system also allows you to find a similar request to the current one quickly. Therefore there is no need to reinvent the wheel every time. Instead, cases that have been already resolved can be used to find a solution.
Such automation of customer services provides customer service representatives with ready-made solutions and responses what helps their effectiveness to increase significantly. There is also an increase in the overall level of customer satisfaction. Clients don’t have to wait for ages for the answers to their queries, and they feel adequately looked after.
- You need a better management tool
The implementation of the CRM system facilitates the work of people employed in the marketing, sales and customer service departments. However, the role of this type of solutions does not end with facilitating the lives of individual team members, but also with those who are responsible for organizing the work departments of the company. Among other things, CRM allows for better coordination of team members, whole teams and the process of micro and macro management.
In Microsoft Dynamics 365 it is possible to create individual reports or charts showing data selected by the manager. This gives transparent access to information such as which sales associates most often manage to achieve the best sales results, who tends to neglect the sales opportunities, the number of contacts with customers, number of generated leads or clients whose issues have been solved or not.
- You want to facilitate and the process of collecting and analyzing data
The process of collecting information is of key importance for planning the company’s operations, forecasting financial results and such departments as marketing, sales, and customer service.
The vast majority of managers make decisions data-based decisions. However, multidimensional analysis is a time-consuming and error-prone process. The CRM system automatically collects data and binds it to a specific customer or company.
Modern CRM systems analyze data regularly. Track statistics of all stages of sales, examine the possibilities of winning or losing sales opportunities, monitor the results of individual team members and allow to create sales forecasts.
- You want to streamline and harmonize the flow of information in the company
Communication is extremely important. Not only on the company-client line but also on the inside, between employees or departments.
A good CRM system allows segmentation of employees in terms of responsibility, clearly and transparently reflecting the structure and hierarchy existing in the company, enabling smooth coordination of work.
A necessary functionality is the ability to exchange views, information, and materials, which significantly facilitates work, especially of large teams. It also allows supporting sales associates under challenging topics.
Thanks to the fact that the data is in the cloud, it is possible to monitor the progress of work or access to data from virtually anywhere in the world, including mobile devices.
- You want to increase the level of data security
Data security, especially in the context of the GDPR directive is a fundamental issue. Unfortunately, it is neglected by many companies. Mainly to the detriment of their own.
When all information about current and potential customers is being kept on the hard disk in one of the company’s computers, saved as a spreadsheet, the only thing that separates the company from its loss is a hard disk failure.
Undoubtedly, data that is stored, for example, in the Microsoft data center, protected by state-of-the-art digital security, multi-stage security procedures and armed guards are safer.
Additionally, this type of places also has a back-up policy, so that at any time you can restore any information or withdraw the file to an older version.
- You want to be able to effectively analyze the activity of competitors
The CRM system also allows recording of competition activities. It’s worth discussing it on a specific example.
The company X tried to win the given sales opportunity, but for some reason, it did not succeed. Having information that other companies also sent their offer, it has the opportunity to notify this fact in the CRM system. By carrying out such activities over a sufficiently long time, it will be able to determine what kind of opportunities and why tend to be won and which tend to be lost.
This is an excellent starting point to analyze what kind of companies are more likely to choose competitors’ products or services. This can be determined by for example, according to the size of the organization, the number of employment or the industry.
This allows you to define your strengths and weaknesses and decide whether to make your offer more attractive to a given segment of customers who have chosen the competition so far, or whether you should focus even more on the customer segment, which usually decides to accept your solutions.
Implementation of the CRM system tailored to the real needs of the company so that it fulfills its task and realistically improve business processes, while increasing efficiency, requires a solid preparation and cooperation of individual departments of the organization. There are many things that you must pay attention to when designing its structure. It is also necessary to properly train and implement the team in using the new system so that it does not become just a curiosity, and a tool that will help in the performance of everyday duties.
You should be aware that real CRM is not just a back-office to record what we do. Thanks to a well-chosen CRM system, you can anticipate customer needs and competition movements to be one step ahead of them thanks to the data and analysis that this tool offers.
CRM is the adoption of an entirely new way of thinking, in which the client is at the center of the business, and all information is stored in one centralized database. It is a strategic business approach that combines technology, internal processes, employees and management throughout the organization to attract and, what is very important, to keep customers.