Customer Relationship Management (CRM) software is fast becoming one of the best ways sales departments can ensure an increase in customer engagement in this Web 2.0 era of information technology. According to a recent study by VentureBeat, 80% of businesses surveyed admitted that adopting legal CRM solutions have led to an increase in the number of leads scored.
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The big question is how can a CRM help you increase software customer engagement?
Enables you to spend time in the right place
Time is a very crucial resource for every marketer. A customer relationship management system helps you manage your sales team’s workload better and optimize your daily schedules. The software allows you to have a quick overview of the tasks ahead so you can establish:
- The appointments that have been made.
- Deals ready to close.
- The hottest opportunity that will give your sales team insights needed to close a sale and reports about the leads.
A CRM system will help you generate reports for each activity and share the same with members of your sales team or the management. For example, you can extract and share information about the state of each lead along the pipeline. As a result, your sales team will not only focus know where to focus its energies, but it also saves your sales team’s time they will be spending tracking each lead manually.
Brings customer opinion at your fingertips
CRM software solutions offer quick and valuable insights into what people are saying about your business. What makes the lead management system even more exceptional is the way it breaks down the information according to volume, sentiment, search topics and the social media pages the information is coming from. That way, you can easily swing into action.
For example, let’s consider this case. Let’s say your company, Smartserve (a fictitious company) provides cloud-based POS systems that help restaurants manage their inventory, reduce costs and unnecessary wastes.
When your company started receiving trend alerts about the negative comments your customers are posting, you quickly sprang into action. You patched the bug. When Smart serve posted the news about the improved POS on social media platforms and profusely thanked customers for pointing the problem, it worked magic. Thanks to the insights, your company scored points for listening to the customers’ feedback system.
Eavesdrop on the competition
A CRM can also be used to spy on your competition to get a hold of the tactics they are using to retain their customers. To get a good handle on the competition, the CRM system helps you track a list of the most recent blog and social posts where your competitors are mentioned. Using these insights, you can easily gauge what content or approaches the moves their customers are contemplating. By viewing your competitors’ social activities, you will be able to pinpoint areas you need to work on to get closer to the nerves of your customers.
Improved Customer Insight
You need to know how your customers (and to some extent your audience) are responding to your marketing efforts. You need real-time insights into the customers’ behavior. If you send an email, for instance, the CRM software lets you know who opened the email and the click-through rates of different campaigns. There is a lot of insights provided by a CRM that will help marketers and sales teams alike to tailor their efforts to prospects’ interests, hence leading to increased engagement. For instance, with such information, you can easily increase customer engagement by:
Sending targeted messages
A CRM can easily lead customers from initial awareness stage about the services or products you offer to the final purchasing stage. Using the information on the CRM, you can easily segment your audience, and send them targeted emails containing content that is most relevant to their needs.
Why isn’t it in vain? According to email segmentation, open rates study conducted by Marketing Sherpa, segmenting emails resulted in an improvement of about 40% in open rates.
Create specific campaigns
Based on the lead-specific insights provided by the CRM, you can easily create a specific campaign that targets that particular segment of the prospects/customers.
For example, if you were monitoring your clients’ increased interest in a new feature you just launched, you can create a specific email campaign that specifically targets that group. That way, you will be able to uncover even more sales opportunities.
Better Lead Generation
Numbers speak volumes. The CRM software provides your business with real-time data so that you don’t burn your feet chasing unqualified leads. A recent study by Demand Metric Research Corporation showed that CRM helped about the 84% of the companies polled in determining the lead quality.
Using the information provided by the CRM, the sales marketing team will create campaigns that motivate your customers to connect more with your company.
CRM system is no longer a passive tool that simply collects prospect’s data. Adopting CRM in your company will greatly improve your sales process. It makes it easier for your salespeople to negotiate with prospects and understand where they are in the sales funnel. CRM system also helps your marketing team to qualify a lead before they pass them to the sales team.
If you want to your sales team, make better decisions, improve efficiency and become more competitive, adopt a best CRM system. You can also enhance the functionality of your CRM integration with other marketing tools. That means it’s not only going to give you deep insights about your customer to drive your next wave of sales, but also bring all your marketing data in one place.