Why investing more resources into tailoring your CRM system will yield greater ROI

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Zachary Owen CRM, Digital Marketing, homepage-tag...

Customer Relationship Management (CRM) systems have become big business. Companies such as Salesforce and Hubspot have made their software a must-have for any aspiring business regardless of size. CRM helps a company to streamline the way in which they operate by collecting and keeping a large amount of data all in one place. It allows sales teams to focus on the areas and clients that will offer them the best returns whilst also helping to create a more personalised experience for customers, meaning that companies can more accurately target their needs.

                                                   


An effective use of CRM is crucial to determining the level of success that many modern companies achieve. Employers are often paying up to $1000 per seat for a monthly subscription to this software. It is immensely flexible and can be tailored to suit the needs of an organisation across all sectors.  The world’s leading brands are shining examples of the huge commercial benefits that investment in CRM can bring. As greater personalisation with customers and clients becomes more standardised throughout the world of business, it is more important than ever to be able to connect with your target audience in new and innovative ways. Investing in CRM is key to implementing such strategy.

Building a more tailored system

The main problem with CRM usage is that despite becoming an increasingly standardised tool for many companies, there is little understanding of its capabilities and flexibility. The software can be adapted to fit the needs and focuses of a wide range of sectors but in many cases there is not a sufficient amount of time and human capital invested to get the most out of it. Employing a CRM expert can help to build a personalised system that works in line with the company’s individual terminology, culture and tactics making it easier for a sales team to work more efficiently and achieve better results.

CRM can be a highly effective weapon in the arsenal of a sales team. Properly investing time into the input of all information into a CRM system can help to reveal new ways in which to forge relationships with prospective clients. Whether this be integrating the software with LinkedIn, collecting IP addresses or fully utilising the network of your employee base to find a link to a potential. Harnessing the power of this tool helps warm up leads that previously seemed unobtainable.

More and more companies are taking the step to invest in CRM as they view it as the future of sales and something that can offer a strong ROI but buying the software is only half the journey. Building a system that works with the targets and priorities of your company is key and that is where hiring or contracting CRM experts will help to make it a worthwhile investment that can open up new avenues for a company.

Amazon leads the way

Amazon (like with most recent online innovation) were early to develop and adopt such technology and expertise to gain and maintain an advantage over their competitors.

Amazon collect vast amounts of data about their users and use it to create an increasingly personalised experience wth their customers.  Knowing the purchase and search history of their customers allows the company to continue to suggest related products whilst developing an ever more advanced understanding of an individual’s needs and preferences. It is through constantly presenting their users with a portfolio of products that may appeal to them (based on data) that Amazon has been able to greatly increase their ability to turn passive browsers into active purchasers.

Amazon’s CRM capabilities are so advanced that it is rare that any user has to arrive at the point of seeking human interaction to solve a problem or query that they have. Returning items has become a hassle-free experience for customers as it can be done with just a few clicks of a mouse. Changes such as these have helped to streamline the business, creating a loyal customer base who are far less hesitant when deciding whether or not to buy an item on the site.

The extraordinary CRM of Amazon has been 20 years in the making and was developed by the company itself but as the software of programs like Salesforce become increasingly advanced and flexible, so too will the need for companies to properly invest time and resources into a tool that will become decisive in the modern online sales battle.