5 reasons why you shouldn’t neglect your CRM - Netcall - ContactCenterWorld.com Blog
When focusing on your customers’ experience, it can be easy to neglect your back-office CRM system. Keeping your data organised and up-to-date is imperative to your marketing campaigns, sales cycle and brand identity.
We’ve compiled 5 key reasons why keeping your CRM system up-to-date is vital for your organisation.
1. Your CRM is at the heart of your customer experience
While a CRM is a great tool to help you with contact and sales management you are missing a huge opportunity if it doesn’t support you in driving improved customer acquisition and retention simply by providing excellent customer experiences.
Why is this so important? Research shows that the following is likely to happen when your customers are satisfied.
Investing in a modern CRM/CXM solution that has the customer at the centre will often bring an increase in sales and a rapid ROI.
2. It supports your goal to offer multichannel and omnichannel communications to customers
With the country’s changing demographics and the explosion in the use of mobile technology, contact centres need to have CRM solutions that cater for customers’ communication preferences. While telephone calls are still likely to be the most frequent form of communication for the foreseeable future, many organisations are seeing significant increases in contact through mobile, email, web chat, SMS and social media.
Funnel the information coming into your contact centre through a universal queue to quickly and easily record and action tasks from your CRM/CXM. This allows you to improve your customer experience and help build a competitive advantage.
3. You can access all your customer information on one screen
When it comes to company contact centres many customers feel that they are not getting a good experience. Common complaints include:
If an organisation is serious about providing a great customer experience then then they need to have their CRM/CXM at the heart of the contact centre. Agents should have the ability to pull information/data from disparate backend systems and have it unified and displayed on one screen within their CRM/CXM. Presenting a single view of the customer through a unified agent desktop can bring many benefits to an organisation.
- Increase first contact resolution
- Reduce average handling time
- Improved customer experience leading to increase customer loyalty
- Increased revenues – satisfied customers tend to buy more
- Reduced agent training.
4. It isn’t just a ‘contact book’ – it can affect the success of your marketing campaigns
If you are seeing a steady decline in positive responses from your CRM driven marketing campaigns, this could be a sign of poor data. While this could also be due to other factors such as poor messaging, wrong targeting, stronger competition etc., the most common reason is incomplete and inaccurate data.
As with many sales/marketing databases quality is often far more important than quantity. Organisations that see success as simply the number of entries in their CRM are missing the point. A CRM system needs constant reviewing and the data needs to be nurtured. Every few days there is a good chance that someone within your CRM will have moved house/office, got a new email address, switched mobile providers, changed jobs, or got married/divorced and you need systems and procedures in place to capture and react to these changes.
5. If used and updated correctly, it can be a powerful company-wide tool
As your CRM is often the core of any Sales and Marketing focused organisation, this needs urgent attention. If people are not inputting new customer data and keeping records up to date then it’s likely they are not seeing the benefits of the tool so very quickly your CRM could become an expensive and ineffective bit of software. Any organisation in this situation needs to quickly identify the fundamental reasons the CRM is not being used.
Common reasons may include, “it takes too much of my time”, “I keep my own personal records of my clients/accounts”, “I don’t see how a centralised CRM benefits me”, “the tools are too complicated and once in CRM my manager gets to see it and the pressure to close the deal ramps up”. Management need to take a proactive stance to eradicate these types of comments and “re-educate”. To be most effective this should include both a "carrot and stick" approach. Clearly explain the benefits of having an accurate and up-to-date system for both the sales staff and the organisation and, where relevant, put some incentives in place for completion and penalties for persistent offenders.
Learn how to create your Dream Contact Centre with our 5 simple steps infographic.
For more information about our products and services, contact us.
Publish Date: June 22, 2016 5:00 AM
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