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crm interactive reporting
Improving Reporting with CRM Technology
Problems with Traditional Reporting
Traditionally, data reporting has been viewed as something of a necessary evil. Sure, without a way to summarize and express acquired information, leaders would be left without any sort of foundation on which to base their decisions. That said, creating reports from raw data could be a very tedious, inefficient task. The time and energy investment associated with creating these reports resulted in increased costs, and had the tendency to soak up the time and talents of trained employees who would have been better utilized elsewhere. Of course, hiring outside specialists presented other problems, limiting the organization’s autonomy and draining funds from other important areas. Things seldom got any better once the reports were completed, as the finished products were often nearly as complex and confusing as the data they were created to represent.
The solution, then, was to create partially automated systems that would be capable of easily collecting, organizing, and analyzing large amounts of data, and then presenting that data in a way that is efficiently navigable. With the introduction of advanced CRM tools, this became a real possibility.
Perhaps the single most valuable reporting feature of the modern CRM, interactive reporting allows users to not only review analyzed data via reports, but also to manipulate it. This is accomplished through the use of interactive dashboards. Dashboards are application interfaces that display a complete-yet-succinct overview of all the important information that a user might wish to review. This data is generally represented visually in the form of graphs, tables, charts, etc. But more than functioning as a static ‘snapshot’ of data, CRM interactive dashboards give users the opportunity to delve as deeply into the data as they may wish to, highlighting specific datasets, and achieving a more complete picture of the elements that play a role in business success.
Simplified Client Tracking
Almost without exception, your customers are the source of the information that is the most vital to your business. As such, keeping track of said customers as they make first contact with your organization, move through the sales pipeline, and eventually either complete a purchase or fall away should be central to your data strategy. CRMs are designed to track customers throughout their entire journey, collective valuable information relating to demographics, purchase history, pain points, and any other variables or factors that might be of interest to your organization. This data can then be summarized, reported, and shared among authorized users, so that no matter which company representatives the customer meets along the sales journey, they’ll always have the benefit of personalized customer service.
In-depth CRM Customization
Although there are definitely certain metrics that should be important to any business, it is also true that no two businesses are completely alike. And while one business may wish to focus heavily on one area of data collection and reporting, another business may wish to put invest efforts elsewhere. To compensate for this, the best reporting CRMs are largely customizable. This allows users to predetermine what kind of data will be highlighted in ongoing reports, how the data will be presented, and more. Customization not only provides users with the opportunity to create reports that 100% relevant to their organization's’ needs, it also makes it possible for the reporting functions to grow and adapt along with a changing business.
In business, there are times when choices must be made quickly. When those moments arrive, the last thing you want is outdated, incomplete data reports hindering your decision-making capabilities. CRM on-demand reporting does away with this issue. On-demand reporting allows decision makers to retrieve up-to-the-minute reports on whatever datasets they might need, so that every business decision can be backed by reliable and timely information.
Mobile Friendly Reporting
For most business leaders, the workday doesn’t come to a screeching stop every time they step out of the office. Modern mobile device make it possible for businesspersons to continue to work even while on the go. And, thanks to mobile-first design and cloud-based functionality, many CRMs are entirely mobile compatible. This means that any reports that could be accessed on the desktop computer in your office are just as accessible on your mobile smart device. After all, your work isn’t confined to your desk, your reports shouldn’t be, either.