| Five Things to Look For in a CRM Solution |
| by Clare Kaufman, Clare Kaufman is a freelance writer who covers business and education topics. She has a Ph.D. in English. |
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| Customer Relationship Management (CRM) software solutions have the potential to streamline front-office business operations. Marketing, sales, and customer support depend on CRM to bring key data into focus. Information can be a powerful asset; a properly implemented CRM solution can lay the groundwork for more efficient business processes and better-informed decisions. |
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| Customer Relationship Management software is not a one-size-fits-all application. For CRM to be effective, it has to map onto and extend a company's existing processes. Pivotal, a leading provider of CRM solutions, advises clients to approach CRM as a business model rather than an IT application. Shop around for a flexible CRM solution that can be adapted to your company's needs. |
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| Every CRM system should be unique in its configuration, but there are several essential features that every business needs. When researching the CRM solution that best fits your requirements, make sure each option you consider includes: |
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1. Data Tracking and Integration
Data Integration brings together customer data, sales, distribution, and supply chain information. Contact Management is just the beginning. Companies are able to track individual customers throughout the sales cycle, from lead to sale to loyal customer. Tracking is useful for customer service, because call center employees have at their fingertips customer account information and communications history. CRM software also helps marketing and sales by integrating key data. Marketing can search the database for market intelligence and to develop lists of prospects. Sales can track lead status and follow a customer's progress through the sales pipeline. Past purchase history spotlights up-sell and cross-sell opportunities. When all relevant information is in one place, employees can work together to ensure a positive customer experience. |
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2. Call Center Support
Customer Relationship Management applications evolved from call center automation software, and this function is still a centerpiece of CRM. The technology streamlines call center service by routing calls effectively, automating basic services such as account status inquiries, and processing data on customer calls. Call center staff has access to relevant data about customers and past service calls.
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3. Sales Force Automation
CRM software offers a number of automated processes for facilitating sales. Sales Force Automation manages the distribution of sales leads and ensures consistent follow up. It also allows the sales force to track and process sales in real time. Pivotal's Technology-Enabled Selling (TES), for example, "eliminates the friction points that slow down the sales force," automating administrative tasks such as data entry and paperwork (proposals, quotes, contracts, faxes). Entellium's eSalesForce sets thresholds to optimize lead scoring and distribution. Sales management features reduce time spent on administrative tasks and shorten the sales cycle. |
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4. Marketing Management
Marketing management allows the marketing team to conduct targeted multi-channel campaigns. CRM applications such as Pivotal's MarketFirst allow companies to identify potential leads and analyze the effectiveness of different marketing strategies. With CRM, companies can fine-tune campaigns as they go, adjusting pricing or timing promotions in response to fluctuating market demand. |
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5. Analytics
Customer Relationship Management software not only integrates data, it also organizes to aid in analytics. Customized dashboards allow users at every level to access the data they need to make business decisions. Reporting may track sales trends, expenses, growth, or other metrics. Data integration ensures that these analytic processes rely on a comprehensive, up-to-date data set. |
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Sources
Entellium
Oracle Siebel
Pivotal
Sage Act!
"Salesforce.com Boosts CRM Integration," TechTarget
"The Essential Guide to CRM," Pivotal
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