{"id":1981,"date":"2021-12-02T20:52:00","date_gmt":"2023-09-04T20:52:54","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1981"},"modified":"2023-10-31T16:16:01","modified_gmt":"2023-10-31T16:16:01","slug":"benefits-of-crm-africa","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/benefits-of-crm-africa\/","title":{"rendered":"The Benefits of CRM are Driving Customer Centricity in South Africa"},"content":{"rendered":"\n<p>The benefits of CRM software are being utilised by businesses across South Africa. This revolution is being driven by the growing trend towards customer-centric business models. <\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/eu\/learning-centre\/crm\/what-is-crm\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">CRM<\/a> allows employees within a business to access historical data on all customer-business interactions. This information is used to create a bespoke customer experience for any prospect. <\/p>\n\n\n\n<p>To make things better, CRM systems are no longer clunky and complex technological platforms. Customer information is accessible by everyone from sales to marketing to customer service. All in a customisable user interface. The benefits of CRM are there to be enjoyed throughout your organisation. <\/p>\n\n\n\n<p>A new Forrester report, <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-crm\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">The State of CRM<\/a>, has illustrated the true extent of CRM adoption in South Africa. According to the report, 4% of respondents said their customer service department does not use CRM. The outlook for sales and marketing departments is the same: 6% for sales and 9% for marketing. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-south-african-business-that-benefited-from-crm\"><b>A South African business that benefited from CRM<\/b><\/h2>\n\n\n\n<p>A study conducted in South Africa highlighted the stunning importance of CRM to modern enterprises. The <a href=\"https:\/\/citeseerx.ist.psu.edu\/viewdoc\/download?doi=10.1.1.833.2501&amp;rep=rep1&amp;type=pdf\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">case study<\/a> into long-term insurance providers showed that the companies that used a CRM system exhibited:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">trustworthy behaviour <\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">genuine commitment to service <\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">efficient and accurate communication with customers<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">the ability to handle potential conflicts skilfully<\/span> <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-benefits-of-a-crm-system-for-african-businesses\"><b>The benefits of a CRM system for African businesses<\/b><\/h2>\n\n\n\n<p>Despite the evidence in favour of CRM adoption, many businesses on the continent are not taking full advantage of the software. In fact, <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-crm\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">27% of businesses<\/a> said they had one unified CRM system for the entire organisation. The remaining respondents admitted to having no CRM, or many different CRMs.<\/p>\n\n\n\n<p>To maximise the benefits of CRM, South African businesses should consider having a unified system. By streamlining the platforms available, businesses encourage greater collaboration between different departments and have the added benefit of more successful automation.<\/p>\n\n\n\n<p>The existence of internal data silos is one of the barriers businesses face in their attempts at <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/2020\/01\/what-is-digital-transformation-a-quick-guide.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">digital transformation<\/a>. A data silo is a collection of information that is isolated from other parts of the organisation. So a unified CRM system is a great way of overcoming data silos and moving to a more open, collaborative company culture.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-improve-interdepartmental-collaboration\"><b>How to improve interdepartmental collaboration<\/b><\/h2>\n\n\n\n<p>It is true to say that the performance of a department can be completely transformed by utilising the benefits of CRM software. It\u2019s essential to have a Single Source of Truth for all customers.<\/p>\n\n\n\n<p>According to the <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-crm\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Forrester report<\/a>, 72% of the respondents said they receive too much prospect information from too many different sources. With the exponential increase in data acquisition, the importance of having a <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/guides\/achieve-single-view-of-customer\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">single view of the customer<\/a> has never been greater. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-achieving-a-single-view-of-the-customer-a-case-study\"><b>Achieving a Single View of the Customer: A Case Study<\/b><\/h2>\n\n\n\n<p>Take Wells Fargo for example, the <a href=\"https:\/\/www08.wellsfargomedia.com\/assets\/pdf\/about\/corporate\/wells-fargo-today.pdf\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">seventh most profitable company in the United States<\/a> with $1.9 trillion in assets. <\/p>\n\n\n\n<p>Wells Fargo uses a unified CRM system to connect a variety of different services including banking, mortgages, investments, and credit cards. Wells Fargo benefits because its employees can spend more time on profit-generating tasks rather than fiddling around with multiple systems. <\/p>\n\n\n\n<p>The employee experience has, and always will be, a fundamental building block of the customer experience. CRM systems recognise that.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-a-single-source-of-truth-ssot-benefits-of-crm\"><b>What is a Single Source of Truth? (SSoT) | Benefits of CRM<\/b><\/h2>\n\n\n\n<p>It is important to note that a <a href=\"https:\/\/www.salesforce.com\/eu\/products\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Single Source of Truth<\/a> is not a business process but is more like a business culture. Businesses can benefit from a unified CRM system by interconnecting:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">customer identities<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">data on interactions<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">marketing journeys<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">privacy management<\/span> <\/li>\n<\/ul>\n\n\n\n<p>The <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-crm\/\" target=\"_blank\" rel=\"noopener\">Forrester report<\/a> reveals that 70% of the businesses indicated that attaining a Single Source of Truth would provide either \u2018significant\u2019 or \u2018indispensable\u2019 value to their organisation. Only 27% of respondents believed they had already achieved SSoT.<\/p>\n\n\n\n<p>Clearly, more can be done in South Africa to speed up the shift towards customer-centric business models. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-benefits-of-crm-that-help-put-the-customers-first\"><b>The benefits of CRM that help put the customers first<\/b><\/h2>\n\n\n\n<p>In today\u2019s climate, businesses that are not switching to the customer-centric business model will find it hard to compete.<\/p>\n\n\n\n<p>Customer-centricity relies on connectivity and the single view of the customer: <a href=\"https:\/\/www.salesforce.com\/eu\/products\/#:~:text=What%20is%20Salesforce%20Customer%20360%3F&amp;text=Customer%20360%20unites%20your%20marketing,experiences%20that%20build%20stronger%20relationships.\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Customer 360<\/a>. By adopting a single, interdepartmental CRM businesses take a huge step in the right direction. <\/p>\n\n\n\n<p><b>To find out how other businesses plan to make the shift towards customer-centricity, download the <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-crm\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Forrester report<\/a>.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The benefits of CRM have been proven in Africa, and businesses are drawing up plans for even more integration of their CRM systems.<\/p>\n","protected":false},"author":1,"featured_media":1983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"ecd99eb64ef1472baff4c0871e53f37b","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[41,1,274],"sf_content_type":[],"coauthors":[26],"class_list":["post-1981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-crm","sf_topic-digital-transformation","sf_topic-reports"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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