4 Strategies to Improve Your CRM Software

CRM software

Customer relationship management systems, or CRMs, are becoming a standard investment for modern business organizations. CRM software helps companies centralize all customer information and interactions, making them suitable for effortless management and access. With customer relationship management (CRM) software, enterprises can derive actionable insights from reliable and updated customer data to generate high-quality leads, enhance their lead conversion process, streamline their sales process, and devise and implement personalized communications and marketing strategies to build strong and fruitful relationships with clients and potential customers.

What is CRM software?

A 2019 report on the CRM software market projected massive growth in the coming years. Valued at $25.5 billion back in 2018, the CRM software industry is expected to go as high as $36.53 billion by 2022. That’s a CAGR growth of 9.4%. As businesses gain more customers, the demand to efficiently manage new and existing customer relationships and the increasing need to achieve customer satisfaction at every stage also grow.

These factors will fuel future demand for more comprehensive CRM systems. CRM systems are a considerable investment, whether using CRM software for small businesses or large enterprises. Thus, your organization must find ways to maximize your CRM platform fully and generate a more prosperous, more handsome return at the soonest time possible. The following are expert tips that you might want to try.

customer relationship management software



Strategies to Improve your CRM Software

1. Conduct A CRM Survey on Workers

Before purchasing CRM software, it is prudent that you go by the would-be end-users: your workers and internal customers. Survey to find out what they want in a CRM system. Identify features they would like to have or find useful. This is important because you want to invest in software that your people will use, not loathe.

A 2017 article on CRM failures cited that the non-involvement of actual users was among the many factors that drove the CRM adoption failure rate to as high as 69%. Even the best CRM software on paper may not be the perfect fit if your employees find it challenging, causing them to use your CRM sparingly or not at all. When your CRM is underutilized, it does not get any value. And it becomes a bad investment that will set you back financially and cost you business opportunities.

2. Train Your Employees Before Deployment

Everyone involved always has a learning curve when introducing a new system in the office. The trick is to make that learning curve short and sweet. One surefire way to kickstart and expedite CRM adoption is to train actual users on how to work their way around the software before its actual implementation.

Tim Lynch of Applango encourages companies to perform five specific training techniques to improve CRM adoption: 

  1. Hands-on training, 
  2. Group training, 
  3. Scenario-based instruction, 
  4. Role-based training, and 
  5. Constant review/refresh. 

Consistent implementation of these training techniques before software deployment drastically improves knowledge acquisition and retention. Come deployment time, Tim guarantees your workers will not only find the software easy to use, but they will also be able to fully maximize all its advantages, increase your bottom line, and deliver a significant return on your investment rather quickly.

3. Automatically Collect/Update Customer Data

Your CRM software is a potent business tool when its processes are based on the most reliable and recent customer information. But manually entering new information and updating existing data is cumbersome and presents many risks like typos and duplicate information. Erroneous and outdated information can result in inaccurate forecasts, flawed marketing strategies, and poor customer interaction.

You want your CRM to automatically collect data from every interaction, instantly categorize information, and update it across devices and systems. If your business CRM cannot do this, you need to break up with it and search for CRM software that offers such capability.

4. Go for Social Integrations

Many people spend a lot of time on social media. A 2019 infographic on social media usage revealed that 3.48 billion people dedicate 2.23 hours to social media platforms, particularly Facebook (58 minutes), Instagram (53 minutes), and YouTube (40 minutes) per day. The figures above may not be your standard CRM software statistics, but they mean a lot as far as CRM goes. You will put your business at a disadvantage if you don’t integrate your CRM with social media channels.

Your CRM system can automatically detect updates in your customers’ profiles and collect new information, such as an unknown email address or recently visited places. Social media listening tools complement CRMs very well. These applications feed your CRM software with aggregated news from mentions, comments, tweets, posts, and forums, all in real-time. The topics can range from positive experiences to complaints, strategies to find new clients, potential business ambassadors, and toxic customers you need to deal with before their issues escalate and go out of control.

5. Keep your CRM Updated

CRM systems should be kept up-to-date to help you achieve your goals. You should regularly update your client’s contact information, emails, and phone numbers. In addition, you should update your database regularly with new information about new clients and existing customers. You should also update information about new products or services regularly if they are introduced. With this system, you can organize data more efficiently and use it later when needed. You will also be able to provide better service to customers and clients by keeping all information updated.

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Keep Improving Your CRM

There is no perfect CRM system, but you can continually improve your existing software. Always keep your users involved and support their input among your priorities. Identify and prioritize potential features and keep everyone in the loop.

Listening to your users’ comments and acting on their input shows that you care about their experience. This makes your employees feel good about your CRM software and empowers them to use it.

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