Your Guide to CRM Analytics for Sales and Service
What You'll Learn
Imagine that your frontline sales rep or service agent has contextual guidance to questions like “What is the next best product to recommend?” or "Which customer cases do I need to prioritize?” or “Is this customer at risk for attrition? What steps can I take to mitigate that?”
With CRM analytics, the answers can be right in front of you.
What is CRM Analytics?
CRM analytics platforms save time and cost to serve by showing the full story of how customers are engaging with your business. By providing you with the right insights at the right time, your CRM platform is more than just a system of record. It’s a tool that actively supports sales reps and service agents by connecting all their data and bringing it to life with intuitive visuals and predictive insights. This maximizes your CRM investment by helping teams be more productive with actionable answers and tailored customer interactions.
Throughout this guide, we will look at how sales and service teams can leverage CRM analytics to transform the customer experience.
Chapter 1
Build stronger customer relationships with data
Today's business world has been fundamentally transformed by the convergence of digital and physical worlds, but one thing remains true — relationships are king. Developing authentic customer relationships has become paramount for business growth.
More and more customers make purchasing decisions based on factors beyond the product or service. They look for companies they connect with, or that have values that align with their own. They’re also looking for unique brand experiences. In fact, 78% of customers are more likely to repurchase from companies that personalize experiences.
To successfully provide unique and personalized experiences, however, you must first learn your customers’ habits and preferences. You need a comprehensive, real-time understanding of how customers are engaging with your business across marketing, sales, and service touchpoints.
This is where an effective CRM analytics platform really has an impact — making sense of vast amounts of data and quickly surfacing relevant information so sales and service teams can create a remarkable experience that ultimately drives loyalty and revenue. Of course, nothing takes the place of listening with empathy, but being armed with contextual data can create the perfect intersection between empathy and efficiency.
How do sales managers benefit from CRM analytics?
Susan Emerson, Senior Vice President, Product GTM at Salesforce, said, “There’s no shortage of data out there for any company. The issue is finding the data that you need when you need it.”
Sales managers need to see performance from so many dimensions — by channel, by product, agent, customer, resolution status, and more.
CRM analytics puts CRM data to work, taking sales managers straight to insights and trends. It transforms data into actionable, contextual insights that drive day-to-day, lead-to-lead, opportunity-to-opportunity, customer-to-customer, and case-to-case decisions. The best CRM analytics democratizes decisions and drives agent behaviors and outcomes.
How do service managers benefit from CRM analytics?
Contact centers measure everything. Because service professionals typically engage with customers when they’re needing support, they’re in an unparalleled position to transform the customer experience.
CRM analytics empowers service teams with a single source of truth for every customer as soon as an interaction begins, for both remote staff and in-house customer service reps. Real-time access to this data provides insight into the customer’s relationship with the business, what issues they’ve had in the past, and their satisfaction levels. And with actionable insights, service teams can be more efficient to respond to customer needs, and identify opportunities for cross-selling and up-selling.
That access can be valuable for agent coaching, self-service channels, and call deflection that increase sales, boost revenue, and create happy customers.
ENGIE builds strong customer relationships and a greener future.
What are the benefits of CRM analytics?
Benefits for Sales
- Give sales teams a complete, 360-degree view of the customer.
- Recommend high-opportunity deals to focus on.
- Help accurately forecast sales to understand performance and address pipeline gaps quickly.
Benefits for Service
- Lead service teams to prioritize the most pressing issues from important customers and identify opportunities for cross-selling and upselling.
- Optimize service center efficiency with faster time to resolution and customer churn prediction and mitigation.
Up Next - Chapter 2: Bring data into the flow of work
More Resources
Video
What Is CRM Analytics?
E-book
Deliver Native, Connected Analytics in Salesforce CRM
Trailhead
Learn CRM Analytics Basics to Uncover Business Insights
