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Whether you own a B2B or a B2C company, if you are not following the best practices for CRM, then you are missing out big time. And I'll tell you why.
As with most software tools, there is no denying that it will take time for your team to get used to it. While some might get the hang of it after trying once or twice, some might still need help with how to utilize the tool in the company's best interest. And this is where integrating the best practices for CRM can work to help your company thrive in business.
And the reason is simple. When you know how to use your software the right way, you can use it to provide the highest quality of services. Today, effective customer service can turn 86% of clients into loyal customers. So, given its importance, it's a no-brainer that you should opt for the best practices for CRM.
Not to mention it all starts with choosing the right CRM for your company. And guess what? We offer similar services here at Salesmix that you might love.
Here's what we will run through in this article,
- Why Do You Need to Follow the Best Practices for CRM?
- 10 Best Practices for CRM to Grow Your Business in 2022
- Choose a CRM that Fits the Glove
- Conduct Engaging Training Sessions
- Establish Team Integration
- Streamline Repetitive Tasks
- Integrate the Data Sources
- Establish Data Standard
- Track Campaign Performance
- Build Personalized Customer Experiences
- Set Up Post Sales Activities
- Audit Workflows and Upgrade
- Which of the Best Practices for CRM Will You Follow?
Why Do You Need to Follow the Best Practices for CRM?
Before we dive in, let’s discuss to what extent CRMs can help you improve your marketing and sales.
As we already know, CRM is the accumulation of all the cloud applications needed to help you improve your customer service. But this is just seeing CRMs as a whole. In fact, the truth is there is much more to these software tools than meets the eye.
So how else can a CRM come in handy? Let me show you.
- CRMs can automate your sales funnel with streamlined workflows.
- It can help you organize customer data and create profiles.
- You can use this tool to create personalized marketing campaigns.
- CRMs can also help you expedite different business processes and improve efficiency.
- And best of all, you can use this tool to keep tabs on all your competitors and your consumers.
But, all of this will only be as “effective” as how you use it. And this is where the best practices for CRM come in.
So, suppose you’ve found the perfect CRM for your company. And it consists of these industry-standard automation tools. However, since you were only looking to improve your production, you didn’t do much digging. And in return, you now use multiple tools to perform a single task that your CRM could’ve handled very easily.
So, this can very easily backfire on you. Remember that more and more companies have started to incorporate CRMs to improve their customer service. So, it is now essential that you make the most out of your tools, even more so than before.
10 Best Practices for CRM to Grow Your Business in 2022
Here, we’ve listed down the top 10 best practices for CRM that can help you improve your marketing and sales.
Choose a CRM that Fits the Glove
Let me just start by saying that not all CRMs are the same. So, there is no one-size-fits-all rule, meaning you need to do some digging.
If there's a particular CRM that has previously worked for a large company, it doesn't necessarily have to be the right choice for you. But how do you know which one to choose? While selecting the perfect CRM, ask yourself questions. For instance, "Am I looking to improve my customer service?", "Do I need to expedite different processes within the company?", "Do I need a CRM to track my customers?" and more.
However, there are a few aspects to keep in mind.
Manual tasks are the end of your productivity. It's monotonous, repetitive, and often ends up bringing down the team spirit. And the answer to that is automation.
Sales and marketing automation can help you streamline procedures that otherwise can take up hundreds of hours — for instance,
- Following up with each customer using emails,
- Sending automated texts to site visitors,
- Creating customer profiles,
- Syncing data, and more.
When you're running large businesses, it's not just a single platform you work with; it's multiple tools coming together to help you provide the best customer service.
And the idea behind it is simple; to help your team conduct all the business processes through a single platform. So, the more seamlessly a CRM can work with other tools you already use, the more added convenience for your team.
You need a CRM that works on several devices. For instance, some CRM platforms offer mobile applications along with desktop features. So, you can use your iOS or Android device and access files and complete deals.
Moreover, other factors to consider are the user interface, ease of use, and more. Overall, this makes it easier for you to provide better customer service without much complexity.
Customer tracking should be one of your primary concerns if your goal is to improve customer service. And thanks to CRMs, your team can collect real-time data. This way, they can identify potential leads and track their actions along the sales funnel. And this is important for a number of reasons,
- Your team can use this data to identify the areas that need work.
- They can modify your marketing and sales techniques to push those probable customers toward the end of the sales funnel.
If you’re a small company looking for a simple and short-term solution, then there’s no need to opt for CRMs with pricey package deals. So, the first thing you need to do is align your needs with your budget. And then narrow down the search by opting for the CRM that ticks all the boxes.
But what if I tell you you could have all of these features on one platform? Services like Salesmix can help you in this regard. Click here to learn more.
Conduct Engaging Training Sessions
So, you’ve selected the best CRM money could buy for your company. However, it has a steep learning curve. And your team lacks expertise in using a CRM platform.
Now, your first job, in this case, would be to create clear guidelines, something that can help your team understand the areas where this CRM tool can come in handy. In other words, you need to ensure that your team is using the tool the way it was meant to be used in the first place.
Because a lot of the time, a company will have multiple tools at its disposal. And it will use all of them together while being unaware that its CRM can do the same task without the additional cost.
And not only does this cost them big bucks, but it also segments the information throughout different platforms. So, it costs them twice as much time to perform a single task.
That is why you need to create multiple training sessions emphasizing each key feature of the CRM. For instance,
- Help your team throughout the onboarding session.
- Create clear guidelines for using each feature and where to use them.
- Emphasize how each lead must go through the CRM system.
- Test each team member to see if they’re on the same page.
Establish Team Integration
One of the many perks of CRM systems is that it helps multiple teams within the company to come together and work as a whole. You don't get it? Let me explain.
While your teams can work on their own using the same data, transferring these files can take time. If you've ever contacted customer services, you know what I mean. After all, remember those painful hours of being transferred from one agent to the other and explaining the same issue all over again?
In fact, 70% of consumers agree that companies should collaborate more. But with CRMs, each member can access the same data to maintain consistent customer service to each consumer.
So, in order to incorporate the best practices for CRM, your job would be to
- Appoint each member from each team, for instance, sales, marketing, human resources, and more.
- Sync all customer data within your CRM system.
- Ask the appointed member to supervise the real-time data transfer and updates.
Streamline Repetitive Tasks
Did you know that almost 60% of companies agree that CRMs have helped them become more productive? So, if you’re not using this software to facilitate your day-to-day activities, you’re not using it to its full potential. After all, the beauty of CRMs is to help reduce your team’s legwork.
Suppose your sales team needs to keep track of each lead entering your site. And then, your marketing team has to follow up with each of the listed leads using emails. So, this can take up hours and delay efficiency by many folds.
However, CRMs can help take over these repetitive tasks. So, what can you do? You can use the CRM integration to
- Sync all your data and update the system whenever a new lead visits your site.
- Segment each of the leads into different fields and create customer profiles.
- Automate emails and replies to follow up with each client.
This way, you’re not only saving time, but you’re also avoiding human errors.
Integrate the Data Sources
It's the end of the month. And you want to create a comprehensive report using the analytics from each of the departments. But thanks to data silos, you now have to go through an extensive process of collecting the data and then analyzing it to see the bigger picture.
But what if I tell you your CRM can do that task for you? And all you need to do is-
- Opt for software that offers multiple integrations.
- Incorporate your CRM with each data source, be it social media platforms, email advertisements, help desks, and more.
The more you blend these data sources together, the better your CRM can access this information. The result? A report of the complete picture of your company's growth and sales.
Establish Data Standard
When you run a large company, you have multiple teams working under you. So, it only makes sense that each department will have a different set of data. And as a result, the data format from the sales department can vary from that of the marketing department.
The reason? Each department has its own set of KPIs that work for them. However, this can often lead to confusion during reporting and increase the chances of misinterpretation of data. So, your job as a business owner is to set a data standard during the onboarding session.
And this can help you in the following ways,
- Data sharing within the company becomes easier since each department maintains the format and terminology.
- It avoids redundancy and improves the across-the-board data quality.
- Data integration becomes much faster.
- Data reporting becomes much simpler since there are lesser chances of data misinterpretations.
Track Campaign Performance
Almost 90% of companies worldwide use CRM tools. And of this 90%, around 70% agree on using CRMs to achieve improved customer analytics. So, it only makes sense that you use this software to keep tabs on consumer activities.
However, although some companies know how to use CRM to track campaign activities, they don't know how to use these analytics the right way. In other words, these companies often mine massive amounts of data only to NOT know how to transform it into actionable content.
But guess what? CRMs can help customize your analytics to show statistics that everyone in your company can read. For instance, you can select click and bounce rates as your key metrics. And these metrics can help in the following ways,
- It can help you identify the areas that require immediate attention.
- The metrics can help you make predictive analyses to avoid future adversities.
- These metrics can also help improve the marketing and sales of your company.
Build Personalized Customer Experiences
Always remember what CRM tools are for; customer relationship management. So, although your goal might be to improve the overall performance of your team members, the ultimate goal should be to ensure a better customer experience.
Around 90% of consumers worldwide agree that customizations make a brand more appealing than the rest. These customizations include personalized offers and discounts, name tags in emails, recommended deals, and more.
And thanks to CRMs, you don't have to use multiple platforms now to deliver customized customer service. Today, CRMs are so intuitive that they can understand what offers or deals to recommend to clients using historical data. And it doesn't end there. You can even incorporate customizations within your website based on client engagement in each segment. And, in return, ensure better customer retention.
Set Up Post Sales Activities
Most companies have this common misconception that their job only consists of pushing a prospective lead through the sales funnel. So, the minute a customer makes the purchase, they assume that their job is over.
However, this is where customer relationship management actually starts off. It doesn’t matter how well your initial interactions were with your client. If they do not keep up with your brand, they will eventually lose track of your services.
As the saying goes, “out of sight, out of mind.” And that is why it is your responsibility to remind them of your latest deals, offers, and whatnot. So, what you need to do is,
- If you are a Shopify owner, create email templates and use your CRM to automate follow-ups.
- If you are a SaaS-based company, send guidelines on workflow onboardings.
Audit Workflows and Upgrade
Here is the thing about CRM tools; it's not a one-and-done process where you integrate the system once and forget about it. In fact, the reality is that you have to constantly upgrade the system as more and more new technologies enter the market. And you have to sync all your client data with the CRM so that it can streamline all the manual tasks for your team.
In the end, the report curated by your CRM can only be as good as the data you provide. So, what can you do to help improve your CRM's performance?
- You can audit all the customer information and rectify any mistakes, such as spelling errors.
- Brush off invalid or fake email accounts so that the CRM can create better reports.
- Continuously upgrade the system so it can perform to its highest potential.
Which of the Best Practices for CRM Will You Follow?
Here’s the thing about CRMs, you can have the best-rated one out there. But if you’re not using it to its full capacity, then it’s just as throwing money down the drain. That is why you need to follow the best practices for CRM.
And with the right tool, incorporating these practices becomes a lot easier. That is why we suggest using Salesmix, the one-stop platform for all your CRM needs. Don’t believe me? Why don’t you see it for yourself? Click here to sign up for a free trial.
Related Content (Best Practices for CRM)
Here is some of the related content to help you learn more about CRMs and their best practices.
Any and all data included in the above article are for research purposes to help you know the best practices for CRM. So, try to refrain from taking any of the above information seriously.