The general benefits of using a customer relationship management (CRM) system include a simplified sales process, improved team productivity, and increased sales. These are accomplished through a combination of CRM features, human efforts, and a positive customer response. This article breaks down the specific benefits of CRMs for sales, marketing, and customer support teams within your business.
1. Centralizes Key Business Data
A CRM system provides businesses with a centralized platform for storing key information about deals and customer records. You can also integrate it with third-party software and other business applications that you currently use, such as email management, marketing automation, and invoicing. This saves time and increases productivity as it means you don’t have to exit apps or toggle back and forth between screens.
2. Promotes a More Consistent Sales Process
CRM software offers automation features that establish a consistent and repeatable process of your sales cycle and workflows. This creates a standardized sales process, helping your team anticipate the next action in an ongoing deal. You can also automate reminders, so your sales reps are prompted to reach out to your prospects and customers at the right time. This feature is also useful in contract renewals, upselling, and launching a new product or service.
Sales automation tools are just one of several helpful features found in CRM systems. You can learn more about other ways to streamline your sales processes in our article on CRM features.
3. Offers Mobile Access to Time-sensitive Information
Most modern cloud-based CRM solutions like Freshsales and Pipedrive allow you to access your data via mobile devices. No matter where you are, you can access and modify your CRM data. Some mobile CRMs also let you make outbound calls, receive notifications on deal stage changes, and attach files directly from the app.
A mobile CRM is very useful for salespeople because it allows you to update deals and send proposals or contracts on the go. An in-app dialer lets you contact your prospects and customers directly from your mobile device. Some providers integrate with online maps to help you locate a nearby prospect when you’re on your way to a sales call.
4. Provides Insights & Analytics for Better Decision-making
CRMs store and analyze data and reports to uncover customer behavioral patterns and sales trends. You can use this information to anticipate your customers’ needs and take action at the right time. This data can also tell you which sales tactics are effective or why certain deals are unsuccessful.
For example, a sales manager sees a CRM report showing a 67% success rate in closing a deal when a proposal is sent after eight touchpoints. The same report shows that deals fall through when they don’t get in touch with a client in three days. Based on these figures, the sales manager implements specific schedules for client calls and proposals in a bid to close more deals.
For sales managers and business leaders, CRM insights help them track their team’s profitability and individual sales rep performance. You can identify which products sell the most, which agent closed the highest number of deals, what part of the sales process is inefficient, and whether you are on track to hit your quota. This data sheds light on both your short-term and long-term business plans, as well as the coaching strategy for your sales teams.
5. Creates Better Targeted Marketing Campaigns
A CRM solution helps you determine the sources of your leads and prospects so you can focus on the campaigns that give you the biggest return on your investment. Based on CRM records of sales interactions, your marketing reps can gain better insight into your prospects’ interests and create more targeted and relevant content.
6. Supports Long-term Customer Engagement
CRMs store a wealth of customer data your marketing team can leverage in the relationship nurturing process. This data can include pricing concerns, preferred communication channels, and personal interests. Marketers can create personalized campaigns, ads, and forms that help prospects move through the sales funnel and eventually become advocates.
Marketing campaigns that focus on what your customers want and need help build long-term relationships with them. This strategy establishes brand loyalty and helps turn your customers into advocates. At this point, they are more likely to give your product positive reviews and recommendations. Word-of-mouth referrals from your advocates are free and an excellent source of additional revenue.
7. Consolidates Customer Communication History
Aside from storing email exchanges and phone call logs, CRM systems also save online chats related to customer support. Your support reps can scan saved chats and even send a summary of the conversation to customers once a service request has been handled. This creates a better customer service experience as it saves your customers from having to repeat requests or rehash past concerns, which can help create more confidence in your brand.
8. Allows You to Offer More Personalized Customer Service
CRMs provide your support team with consistent and real-time data on your customers, including their interactions with your sales and marketing teams. Access to this information helps your support reps deliver excellent and personalized customer service.
9. Makes It Easier to Respond Faster
Each time a customer buys a product or interacts with your company, your CRM records these incidents. When a customer submits a ticket, your sales reps can quickly pull up essential customer information related to a certain ticket instead of having to repeatedly ask the customer about their concern. It allows support reps to respond to customer concerns faster and more effectively, contributing to a better customer experience and a more productive sales team.
CRM systems help small businesses organize customer data, simplify sales and collaboration processes, and personalize customer communication. These CRM benefits extend to the sales, marketing, and support teams within your business. All the data gathered in a centralized database helps you understand your customers better so you can provide them with better service and improve your customer relationships.
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- Ready to create your own CRM strategy? Follow our step-by-step tips and download our free strategy worksheet.
- Not sure if you should commit to a CRM provider? Check out our article on how to choose a CRM solution, which also features a free interactive guide.
- Get to know the different types of CRM software and see which one is best for your business.