How Customer Relationship Management Can Help Your Business Grow

Posted on: June 21, 2016

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Topics: General

It’s no secret that businesses are having to compete ever harder for customers these days.

As the nature of customer service has changed, largely thanks to technology, customers are expecting better, more personalized service – and they’re willing to take their dollars elsewhere if they feel their expectations aren’t being met.

So how can businesses ensure they stay competitive in this kind of landscape? While there will never be a substitute for excellent customer service representatives, if these staff members are to be as successful as possible, they need support.

One of the best ways to provide that support is to invest in a customer relationship management, or CRM, system. These software solutions handle every aspect of business that affects your customer-facing departments, giving your customer service staff the tools they need to succeed.

This translates to major benefits for your company. Here are just a few of the ways a CRM can help your company grow.

Create a better customer experience

Customer experience is the name of the game in today’s super-competitive climate. As a result, the companies that can consistently deliver a top-notch end-to-end customer experience are the ones that can make themselves stand out.

That can translate into greater customer loyalty, which can then lead to greater profits down the line.

How do you improve customer experience? One way is through data. If your staff is having to hunt through various databases to find relevant customer information, or if they don’t have access to that information at all, their ability to serve your customers suffers.

With a CRM, every piece of data relevant to a particular customer is accessible in a single system – often from a single screen.

That includes personal information like names, addresses, and email addresses, as well as things like purchase history and previous interactions. With all this available at your staff’s fingertips, they’ll be able to more quickly and accurately resolve customer issues.

Improve efficiency

When your staff can access data more quickly and easily, they’re able to handle more cases more efficiently. But that’s not the only way that a CRM can improve your business’s efficiency.

Since many CRMs, like Microsoft Dynamics CRM, can be integrated with existing ERP or other software systems, CRMs also allow businesses to automate many manual processes. A CRM can “listen” to what people are saying about your business on social media, for example. It can allow your sales staff to connect with new prospects and monitor sales trends.

Automation can also be helpful for businesses that deal with service requests or support cases.

Increase staff’s accountability and ensure nothing falls through the cracks

When there’s no comprehensive system in place to manage your customer interactions, it’s easy for things to fall through the cracks. This could be something small and relatively insignificant, or it could be something major, like a customer’s sensitive personal information.

With a CRM, you get an extra layer of accountability that stretches across all departments. If something does go wrong or get missed, you can easily identify where in the process the issue occurred.

Increase profits through stronger customer interactions

When your customers are being served more efficiently, it allows your salespeople and customer service representatives to do more than just convert more prospects. It also allows them to make their existing customer relationships more profitable.

This is partly because a CRM also encourages cross-departmental collaboration. With a CRM, staff members in different departments can all access the same data – which means less need to rely on disconnected tools, like spreadsheets, that open up opportunities for human error.

When it comes to your customers, it pays to have all your departments on the same page.

To learn more about how a CRM can help your business, read our posts “How Do You Know Whether You Need CRM or ERP?” and “How to Choose the Right CRM for Your Company.”