Though CRM is claimed to be a necessary tool to attract and retain customers few of the features have a great impact on your business. Owing to increased competition, digitalization, and current economic challenges, companies have to evaluate the CRMs they use more critically. No doubt, a CRM brings myriad business advantages , but along with this, it can also bring multiple challenges if it fails to meet the business requirements. With the passage of time, the expectations of businesses from a CRM have also changed. The businesses today expect more from a CRM.
7 Features You Need to Include in a CRM Application
A mere customer relationship management is not the goal anymore. It has extended to relationship optimization. Instead of merely reactively responding to customers’ needs, the businesses started anticipating the customers’ needs and proactively respond to it. In short, companies expect more from a CRM, but they want an easy to use software with fewer features to meet all their demands. The below features of a CRM are a must have ones that your business cannot go without.
If the results and outcomes of any tasks cannot be measured, it can’t be improved. Thus in-built analytics of a CRM serves as the cornerstone of any process. The data and information gathered during the course of accomplishing any task are futile if they can’t be deployed to use for further improvement. Data collection, collation, and drawing of inferences are instrumental for a better and faster decision making.
An effective CRM gathers and processes the data for sales, marketing, and customer service which helps to take better decisions. It should also have the data and analytics regarding employee performance to facilitate coaching, mentoring, and training. Measurement of the productivity of employees should also be facilitated by the analytics of the CRM you are using helping you to assign and monitor future goals and targets.
2. Remote Access
A CRM that can be accessed from remote locations helps the workforce to access the application from onsite, home, or any other locations. The increased trend of work from home and on-site locations helps organizations with the added flexibility that the employees look for.
3. Accessibility through Mobile
Mobile accessibility refers to the accessibility of the CRM through mobile phones and devices on the go. It helps the field workers to access data like daily schedules, customers’ details, sales information and more. With the access to CRM from mobile devices, a business can act in a much smarter and faster manner with the optimization of decisions and processes.
4. Multichannel Support
The CRM should support multiple channels like desktop, mobile, chat service, social media, and others. As multichannel customer service is the current trend in vogue and a CRM that supports many channels helps an enterprise to get in touch with customers through multiple channels helping to maintain a competitive edge.
5. Simple to use and ease of integration
Investment in CRM technology is in vain if the employees and workers are reluctant to use it. A difficult to use and implement application hinders adoption. Often the complicated CRMs have too many functionalities most of which are not required for day-to-day functioning. An easy to use CRM system is preferred more by all with the features that are required for day-to day functioning.
6. Integrated Telephony
Integrated telephony is one of the most important features that businesses should look for in the CRMs they choose. This enables automatic call logging and dialing by the CRM and helps in eliminating the need for manual call logging. This helps in making the process faster and removing the monotony of the sales representatives from manual dialing.
7. Lead generation with Follow-up tracking
A CRM that is adept in lead generation with a follow-up in customer communication, as well as reminders to sales representatives, can stand as a real tool to strengthen the sales pipeline and surge sales figures. Features like campaign management, follow-up and daily cadence can set a procedure in place very necessary for the salespeople to succeed.
Instead of being dazzled by the latest and mesmerizing features of a CRM, the best practice is to tally the functions that your business process needs and see those are present in the CRM you choose. The reason is, the features may attract you, but the bottom line is that they must help your line of business and its processes. The above features are some of the fundamentals that every business would need based on which you can build your unique approach to implementing a CRM in your business functions.
- Though CRM is claimed to be a necessary tool to attract and retain customers few of the features have a great impact on your business.
- As multichannel customer service is the current trend in vogue and a CRM that supports many channels helps an enterprise to get in touch with customers through multiple channels helping to maintain a competitive edge.
- Instead of being dazzled by the latest and mesmerizing features of a CRM the best practice is to tally the functions that your business process needs and see those are present in the CRM you choose.