A CRM is only as effective as its features. When it comes to assessing the effectiveness of a system to manage customer engagement, there are some important features that will support better business outcomes.
Customer information: First and foremost, a CRM needs to be populated with all of the relevant customer information that is required to understand and connect with customers. Additionally, recording contacts, meetings and even relevant documents in the CRM will support seamless, intelligent engagement across all teams.
Platform integrations: The CRM will be more powerful if it has the functionality to integrate with external data sources and connect with business tools such as email and website hosting systems. Flexibility and customisation will play an important role in ensuring you are able to get the most out of your CRM tools.
Dashboard: The dashboard is like the driver’s seat where every employee can quickly and easily dial-up and view customer insights across a broad range of metrics and data points. The easier to use, the more effective the system because relevant insights can be discovered and acted upon by anyone viewing the data.
Automation: An intelligent CRM should lift the burden of more repetitive actions by enabling automation that boosts productivity and improves customer engagement. The ability to streamline workflows is a powerful feature of a CRM like Salesforce.
Sales funnel management: Tracking and measuring campaigns, recording, scoring and tracking leads through the pipeline, managing conversions and analysing forecasts and more should all be simplified with a CRM.
Data management: A CRM is the storehouse for the organisation’s valuable customer data, and as such it must have robust data protections in place. This should include data backup provisions and security protocols to protect sensitive customer and organisational data.