One thing that can make running a business’s digital marketing strategies easier is the right customer relationship management (CRM). A CRM is a hub for the front-facing activities of a business, meant to deal with customer concerns and the like. The options in the market are numerous, with there being solutions for companies and businesses of every size and need.
CRM tools are also popular for how they can make handling the customer experience easier for business owners. It can advance the sales process, customer service, and customer retention.
Whether you’re considering a new CRM for your business or looking to change the one you currently have as part of your scaling, it is important to understand your needs as a business and choose the right one.
The development of CRMs
The technology involved in CRMs has evolved greatly, with 87 percent of them now based in the cloud. Just ten years before, 88 percent of them were based on-site. This is the overall direction for most CRMs, as cloud-based CRMs are far more convenient and easier to navigate.
They used AI to automate data entry and lead management, compiling customer data into easy-to-manage and easily understandable graphs. The interface can outline your customer management options and make recommendations about what actions you can take, given what you know. They have already been shown to reduce the time B2B organizations spend prospecting up to 50 percent.
Businesses are appreciating these trends, as the study shows that they are beginning to prioritize prospective data intelligence solutions that augment sellers’ knowledge about top clients and customers. That same study suggests that “20 percent of sales training and coaching solutions will provide in-context personalization based on machine learning.”
Some considerations when choosing the right CRM
As we’ve mentioned before, it is important for a business to understand its needs before it can make this choice. There are plenty of considerations you and your team have to take into account, and some of these are as follows:
Your first consideration should be whether or not the CRM system you want to choose is compatible with the existing software your company is using. Without considering compatibility, you will likely end up having to spend and buy new software for the company. In addition to your new CRM, you will have to learn the intricacies of yet another system, and then teach that to your employees.
It is important that your employees are included in the vetting process. After all, they will be using the CRM as much as, if not more than, you. Make sure to have representatives from every department and functional group within your business, and to have the test the CRM before you commit to anything.
There will be an inevitable bogging down of your operations since your data and other operations will be transferred to a new system. The rest of your employees involved will have to be trained to use the new system. As they learn, your operations will slow down, so it is important to schedule these changes in times when business is not heavy and can be more easily managed.
When evolving or growing your business, it is crucial to try and gain every competitive edge you can. One important edge you can strive for is better internal efficiency. With greater efficiency, more time can be left for better and more important endeavors. The company can make decisions more quickly and efficiently and have a better grasp of customer data. Not only that, but the right CRM can also be used in tandem with your digital marketing for a more complete experience.
If you’re looking for the help of a local digital marketing agency in Arizona, send us a message at EIC Agency. We have what it takes to take your business to the next level.