When a CRM (customer relationship management) is tailored to you and your business, it can optimise your workflows, increase efficiency and improve your ROI. An integrated CRM platform, transformed from an out-of-the-box platform into something as unique as your business, will bring your CXM (customer experience management) game to a whole new level. You are building customer loyalty, satisfaction, and spending to cement your business as an industry leader in customer experience and retention.
Every Great Story Has a Beginning
A CRM combines practices, strategies and technologies in which a business interacts with customers. It allows for data to be collected, which can then be analysed and digested to provide insights into how a business interacts with its customers. For example, if your business sells subscriptions and you are utilising the full potential of your CRM platform, automated emails will be sent to subscribers with reminders to renew. This is much more cost-effective than asking staff to perform these tasks, freeing up time to be better spent on things that only they can do and leaving the automated tasks to the tech. Reports can also be generated to showcase data on customers’ behaviour and metrics allowing you to forge ahead in improving services and enhancing your offering.
CRM gives you a comprehensive, 360° view of customers’ journeys so you can build a better picture of who your customers are, from their order frequency to their likes and dislikes. A CRM keeps track of customer experiences, reacts to issues, and uses past behaviour to predict and suggest relevant products or services. Using your CRM data allows you to build better experiences for your customers, as it enables the customer journey to be seamless, from the enquiry stage to onboarding, through to after-sales care.
This leads us to CXM, which refers to customer experience management. Customer experience management is managing the customer experience from beginning to end. It includes the processes, strategies, and tactics organisations can use to create an outstanding customer experience. The overarching goal of any CXM is to deliver experiences tailored to different customer segments. Whilst your CRM allows you to collect and analyse data, a CXM enables you to take actions based on the data, elevating the customer experience. This is why a CRM is so important for every sales-driven business being implemented at the start of any CXM business plan.
Track, Oversee and Organise
Automation
CRM automation can become a fundamental and core functionality for a sales-driven business wanting to grow. It performs tedious tasks that free up your team’s time, allowing them to focus their engagements with current and prospective customers strategically. Automation for data entry-driven studies enables uniformity to be orchestrated across the board. A further benefit of implementing an automated CRM has a leads pipeline, workflow and tracker. This ensures your team never misses a prospective lead and has the correct data when conversing with them.
Analytics
The main aim of CRM analytics is to ensure the very best ROI. From sales performance analysis to sales forecasting and reports, analytics are essential in automating your CRM. Recording accurate data is the first step to reliable reporting. The ability to analyse it efficiently and derive valuable insight is where your data can drive critical business decisions and streamline business performance.
Allowing empowered decision makers to make genuinely insightful strategic decisions based not only on KPIs and traditional reporting data will enable you to enhance your operational efficiency and relationships with customers and prospects.
We are confident that after reading this, you can now understand the importance of implementing an effective CRM that supports sales-driven businesses to successfully deliver a CXM whilst maintaining accurate customer data.
Caldere is a Zoho Partner, and we offer Zoho CRM consulting services to help SMBs stay ahead of the game. Our consultants have the experience and knowledge to help you achieve your business goals and optimise your performance. Whether you’re new to Zoho CRM or looking to enhance your current experience, we’d love to help. We look forward to supporting you in your journey. Let’s start a conversation here.
