Customer relationship management helps manage communication with your current and potential customers. In the present scenario, businesses focus on keeping customers their priority.
To achieve this goal of customer satisfaction, some CRM software suites include Salesforce, Hubspot, and SugarCRM.
Salesforce is the most used tool among CRM software for small businesses in this digital world. The unparalleled coordination across teams and departments is possible with this software and grants a personalized, one-to-one journey to their customers out of the ordinary.
With the changing trends in COVID-19 pandemic, remote working has become a crucial part of our lifestyle. The future walks towards this trend and will continue to cover many small businesses. As we march towards digitalization due to the pandemic, many companies have also sped up their growth process. Enterprises had to empower their remote work to extract productivity at its maximum in a short period.
We are now in an era where remote working is an everyday affair. To serve the customer is still the priority, and soon it will be more challenging to cater to their needs.
Eight experts from the CRM industry explain how to future-proof CRM solutions for digital and small businesses with its essentials.
- The Why
The importance of future-proofing, explained by Daryn Smith, the chief strategy officer at HubleDigital, “Legacy CRM’s were very departmental centric, were approached by business in silos, that wasn’t useful to the entire company.” There is a storehouse of customer data in our business world. Logging in and out from multiple systems at work and investing your valuable time, resources and money to figure out the integrations so the systems can mutually benefit, says Smith.
Setting up CRM solutions for the benefit of customers is the wisest decision by companies so far. Sales are an essential part of every business, but to be future-proof, the CRM software must cater to all departments’ needs, including marketing and IT.
- The Necessity Of CRM Solution
The combination of AI, modern integration technologies, and an intuitive UI that runs on any device is a perfect combination to CRM solution. It is also the most important one, said Ben Revill, the senior business manager at Xpedition.
The three main reasons for which these features are essential:
- CRM System – To keep your data updated and relevant for servicing your customers, you need integration with your front office, social/digital marketing, communications, finance, and transactional systems. They are valuable in respect to the in-going and outgoing of data.
- Use of digital technology – To enhance the user experience, better customer response, and business outcomes, industries have stepped up to utilize AI. The insights on AI are used to increase profitability and serving stakeholders.
- A question mark – To attract and retain customers through the digital platform is a task in itself. Businesses working with the CRM software need to hold the ground to make the CRM system future-proof. It lets enterprises cater to not only millennials but to Gen-Zs as well.
The app-based business application system of modern times has made introducing these features risk and disruption-free, Revill said.
- No CRM is a Silver Bullet
The strategy used by small businesses and consistently catering to your customer is the most significant factor in leading your business towards success. But the challenge lies in creating a perfect business model that drives specifications.
With the fast pacing market trends, one needs to adapt to the change, says Louise Whitcombe, Head of customer engagement. She also adds, “CRM isn’t a magic bullet; it’s an enabler.”
CRM ecosystem has to upgrade itself as per the demands of business models along with changing consumer needs; believes Whitcombe.
She added the marketplace is teaming up new solutions to businesses CRM challenges in the current tech maps.
- Customer is the Priority
CRM is all about the customer, as the name suggests itself. CRM is about understanding the needs of the customer rather than forcing your acts on them, says Will Lowe, UK chief data officer at the consultancy.
To future-proof the CRM, Lowe says one must begin from its end goal. You must be fully aware of what you want as a result. To obtain customer satisfaction, CRM software for small businesses is essential.
When you are clear on your goals, the next step that comes into play is the elements that are needed to reach your goal. The combination of data and analytics and the developments to one might be the initial stage requirements. Lowe adds that timely availability, accuracy, and, most importantly, access to that is the foremost requirement to have a complete view of customers.
- Evolution not a revolution
Mayling also warns about searing for a silver bullet that automates business and renders human interaction obsolete, which is quite similar to Whitcombe’s thoughts. An unachievable goal indeed, he adds.
One must not land on the moon on its first mission as it is a step by step process. A similar act with CRM follows; you must make CRM an interactive part of your business.
The evolution of approach is practical and essential as you have both financial and time budget when a sudden change of events occurs. The benefits of growth are that you get the ability to pivot quickly.
The instant turn of events has happened overnight during COVID-19 that includes business models as well. The SMEs have adapted to the change and evolved their platforms accordingly by investing in a CRM with no restrictions.
- Customer experience management
Companies should view CRM as customer experience management, a CXM technology. It is a critical part of the overall customer experience, suggested Jamie Brighton, Director of product marketing EMEA at Adobe. CRM has a fundamental role to play in making a business successful.
To ensure the experience expected by the customers, one must possess a vibrant and unified customer profile. The organizations must track their customers’ explicit preferences and their behaviors and actions and how they change over time.
The CRM technology analyzes customer data and recommends suitable actions for each customer. Brighton also believes in the artificial intelligence theory like Revill.
- Investment in new tech
Enhancements in the ongoing technologies of the businesses seem like a risky affair during COVID-19. But now is the right time to explore CRM and alter or explore any issues along the path, says Peter Linas, EVP of corporate development and international at Bullhorn.
When you can future-proof your CRM during the low times, you can meet the market demands and earn market share on the acceleration.
He suggests, business needs must dictate how businesses should future-proof their CRM system.
A CRM solution that grows and adjusts along with your business is worth investing upon, adds Linas.
- A system of action
Tom Castley, head of the UK at Outreach, says that when changes are happening on a rapid scale, it is difficult for the business leaders to get accurate and adequate data. The amount of data required to make informed decisions frustrates the leader, he adds. Recommendation of Sales Engagement Platforms to overcome the issue of the lack of data is then proposed.
Capturing the telemetry of sales by serving transparency and clarity into what’s going on is a Sales engagement platform. The complete data is collected by the sales team as a by-product and entered in the CRM system. It turns CRM from being a record to a method of action.
There are various CRM software tools for small businesses in this digital world, and salesforce marks itself at the top. Many companies require help with Salesforce implementation and developing their Customer Relationship Management program and capabilities.
Contact Cloud Analogy, the world’s most preferred Salesforce Implementation Partner and Silver Consulting Partner, at +1 (415) 830-3899 or email us at email@example.com.