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2. Who is CRM for?
3. Here’s why CRM matters to your business
4. Running a business without CRM can cost you real money
5. What does a CRM system do?
6. Here’s how a CRM system can help your business today
7. Here’s how a CRM can future-proof your business
8. Here’s what cloud-based CRM offers your business
This is a simple definition of CRM.
Who is CRM for?
A CRM system gives everyone — from sales, customer service, business development, recruiting, marketing, or any other line of business — a better way to manage the external interactions and relationships that drive success. A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location — and make information about every customer interaction available to anyone at your company who might need it.
With visibility and easy access to data, it's easier to collaborate and increase productivity. Everyone in your company can see how customers have been communicated with, what they’ve bought, when they last purchased, what they paid, and so much more. CRM can help companies of all sizes drive business growth, and it can be especially beneficial to a small business, where teams often need to find ways to do more with less. Our CRM Handbook explains how and why small to medium-sized businesses should consider CRM, plus advice and first steps for getting started.
Here’s why CRM matters to your business.
Gartner predicts that by 2021, CRM will be the single largest revenue area of spending in enterprise software. If your business is going to last, you know that you need a strategy for the future. You have targets for sales, business objectives, and profitability. But getting up-to-date, reliable information on your progress can be tricky. How do you translate the many streams of data coming in from sales, customer service, marketing, and social media monitoring into useful business information?
A CRM system can give you a clear overview of your customers. You can see everything in one place — a simple, customisable dashboard that can tell you a customer’s previous history with you, the status of their orders, any outstanding customer service issues, and more.
You can even choose to include information from their public social media activity — their likes and dislikes, what they are saying and sharing about you or your competitors. Marketers can use a CRM solution to better understand the pipeline of sales or prospects coming in, making forecasting simpler and more accurate. You’ll have clear visibility of every opportunity or lead, showing you a clear path from inquiries to sales. Some of the biggest gains in productivity can come from moving beyond CRM as a sales and marketing tool, and embedding it in your business – from HR to customer services and supply-chain management.
Though CRM systems have traditionally been used as sales and marketing tools, customer service teams are seeing great benefits in using them. Today’s customer might raise an issue in one channel — say, Twitter — and then switch to email or telephone to resolve it in private. A CRM platform lets you manage the inquiry across channels without losing track, and gives sales, service, and marketing a single view of the customer.
Running a business without CRM can cost you real money.
More administration means less time for everything else. An active sales team can generate a flood of data. Reps are out on the road talking to customers, meeting prospects, and finding out valuable information – but all too often this information gets stored in handwritten notes, laptops, or inside the heads of your salespeople.
Details can get lost, meetings are not followed up on promptly, and prioritising customers can be a matter of guesswork rather than a rigorous exercise based on fact. And it can all be compounded if a key salesperson moves on. But it's not just sales that suffers without CRM.
Your customers may be contacting you on a range of different platforms including phone, email, or social media — asking questions, following up on orders, or contacting you about an issue. Without a common platform for customer interactions, communications can be missed or lost in the flood of information — leading to a slow or unsatisfactory response.
Even if you do successfully collect all this data, you’re faced with the challenge of making sense of it. It can be difficult to extract intelligence. Reports can be hard to create and they can waste valuable selling time. Managers can lose sight of what their teams are up to, which means that they can’t offer the right support at the right time – while a lack of oversight can also result in a lack of accountability from the team.
What does a CRM system do?
Here’s how a CRM system can help your business today.
1. Make improvements to your bottom line.
Source: Salesforce Relationship Survey conducted 2014–2016 among 10,500+ customers randomly selected. Response sizes per question vary.
2. Identify and categorise leads.
A CRM system can help you identify and add new leads easily and quickly, and categorise them accurately. By focusing on the right leads, sales can prioritise the opportunities that will close deals, and marketing can identify leads that need more nurturing and prime them to become quality leads.
With complete, accurate, centrally held information about clients and prospects, sales and marketing can focus their attention and energy on the right clients.
3. Increase referrals from existing customers.
By understanding your customers better, cross-selling and upselling opportunities become clear — giving you the chance to win new business from existing customers.
With better visibility, you’ll also be able to keep your customers happy with better service. Happy customers are likely to become repeat customers, and repeat customers spend more — up to 33% more according to some studies.
4. Offer better customer support.
5. Improve products and services.
Want to sell more, faster? Skip ahead.
Here’s how a CRM can future-proof your business.
As the COVID-19 pandemic has proven, a business’ ability to be responsive to external changes can be make or break. With devastating impact, some businesses have fallen. Many have pivoted and been able to adapt their products or services to reach customers in a different way, garnering a whole new customer base. A few have grown – think ecommerce, logistics, and pharmaceuticals. But for all these businesses, it’s the customer who is at the centre.
So how can a CRM help your business? We look at how a robust system can ensure your business is ready for the age of the connected consumer, who expects a consistently excellent experience across their journey.
1. Boost customer experience with unified CRM systems for sales, marketing, and customer service.
A unified customer relationship management system can connect sales, marketing, and customer service to create a holistic view of a business’ customers. With 62% of customers prepared to share a bad experience with others, the benefits of ensuring the customer journey is optimal can’t be overstated. 66% of millennial consumers expect real-time responses and interactions, and 40% of all customers won’t do business with a company if they can’t use their preferred modes of communication. A CRM that stores all these interactions, across devices and times, can improve the customer experience.
Quickly responding to customer requirements is key to the experience. When Telstra Enterprise’s customers began working from home due to COVID-19, they needed to rapidly shift from face-to-face customer support to a full digital transformation. In less than a week, Salesforce and Telstra Enterprise built a system to route customer queries to the right teams.
2. Provide engaging and unbeatable user experience through hyper-personalisation.
In order to truly personalise the customer experience, businesses need to ensure that each interaction is defined by the customer themselves. 61% of millennials are happy to share personal data that leads to a more personalised shopping experience, and it’s this cohort that is embracing the benefits of hyper-personalisation.
Hyper-personalisation can refer to actually customising products; offering particular products in particular locations based on what’s trending; leveraging omnichannel data to personalise communications; or real-time engagement. 84% of customers say being treated like a person, not a number, is very important to them. The meaningful engagement offered by hyper-personalisation can lead to an improved customer experience, coupling user satisfaction with improved sales.
Based on feedback from a loyal customer base, Sydney-based My Muscle Chef started selling meals on-the-go through small grocery stores. When COVID-19 hit, the company were able to quickly pivot to support an increase in online orders, and they’ve since experienced five-times revenue growth.
3. AI-Powered CRMs can improve decision-making and productivity.
4. Leverage the Internet of Things (IoT) to power customer engagement.
With connected devices all around us, a constant stream of data can flow into the CRM platform. The IoT is predicted to increase global corporate profits by about 21% over the next decade. It also has buy-in from the customer – 77% of users say connected devices (such as smart speakers, fitness trackers, and security systems) make their lives easier. This all powers an opportunity to improve customer engagement, as well as boosting research and product development.
According to Australia Post, the COVID-19 pandemic has set a new baseline for ecommerce in Australia, with online predicted to hold a 15% share of the total retail market by the end of 2020. This presents a significant opportunity for businesses to really capture the plethora of data that exists when customers are “connected”.
5. Improve retention through customer-oriented processes.
84% of customers say the experience that a company provides is as important to them as its products and services. It’s this experience that often drives retention.
Retention is inextricably linked to a company’s bottom line. 89% of customers are more loyal to companies they trust, and 65% have stopped buying from companies that did something they consider distrustful. Customers are more likely to trust a business that knows their name when they call; are familiar with the products they’ve purchased; and respond to any changing needs promptly.
Super Retail Group had contactless click-and-collect up and running for Rebel Sport within 10 days, contributing to online sales increasing by 176% for April/May. Rebel Sport was able to quickly respond to changing customer requirements because it was already so focused on the voice of the consumer.
A CRM can future-proof your business by connecting you with your customer – providing hyper-personalised engagement that is viewable across business teams, powered by data from connected devices and informed by AI, all designed to improve retention by focusing on your customer’s unique needs.
Here’s what cloud-based CRM offers your business.
Work from anywhere.
CRM can be quick and easy to implement. A cloud-based system doesn’t need special installation, and there’s no hardware to set up, keeping IT costs low and removing the headache of version control and update schedules.
Generally, cloud-based CRM systems are priced on the number of users who access the system and the kinds of features you need. This can be very cost-effective in terms of capital outlay, and is also extremely flexible — enabling you to scale up and add more people as your business grows. Salesforce is flexible in terms of functionality, too — you’re not paying for any features that are not useful to you.