5 Signs You Need a CRM System

Derek Vargas

As your business grows, your operational needs evolve to keep up and further that development. You have adapted some of your sales, service, and marketing processes as you’ve grown, but now it may be time to overhaul your entire customer experience strategy. The same old way of doing things doesn’t quite cut it anymore. Sound familiar? Here are five signs your processes need an update, and you need a customer relationship management (CRM) system:
1. Critical data is difficult to access, and even more difficult to interpret. 

Your customers are more to you than just names and numbers in an address book. You have a relationship, and all aspects of that relationship need to be accessible when interacting with them. The days of flipping through file folders full of sticky notes, scrolling through spreadsheets, and searching for emails are over. Your company needs a central location to store all customer data, from contact information to service interaction to sales reports. And with the consolidation of all that data, comes the need to figure out what it all means, putting the whole picture together in a 360-degree view of your customer’s preferences.

A CRM system, like Salesforce, does all that– and more. Not only does it centralize every piece of data about a customer, but it analyzes that data as it comes in, monitoring trends, and letting you know what can happen next. Whether it’s discovering new sales opportunities or tracking potential problems so you can prevent them before they occur, a CRM system provides you with an easily accessible overview of your customer, the Customer 360, allowing you to strengthen and grow your relationship with each one.

2. You have little insight into your sales team’s process and performance. 

You want your sales team doing what they do best: selling. But you need a way to understand, automate, and guide their activities and opportunities as they do so. A cloud-based CRM system like Salesforce allows your sales team to enter customer interaction data from their mobile devices, providing updates on their activities practically in real time. Viewing a big picture of your sales pipeline allows your company to effectively evaluate sales activity, giving you insights you need to focus your resources toward the most likely opportunities.

3. Your team is still spending valuable time on menial, everyday tasks.

Between tracking email campaigns, logging phone calls, and targeting social media strategies, your team can spend more time managing customer data than they do creating such interactions in the first place. But a CRM system that integrates across communication platforms can automate information management, reducing the need for manual data entry. Having less data to enter increases your sales team’s usage of the CRM, providing you with the data you need to track and guide your sales strategies.

4. Customer Service spends more time reacting than being proactive.

Increased access to customer data allows you to address issues as they arise, quickly and efficiently. But the best way to maintain your customers’ satisfaction is to prevent problems before they occur. A CRM system monitors trends in your processes and pipeline, predicting likely or possible problems before they happen. It can also apply solutions from past instances to current situations, giving you another way to either prevent problems before they occur or addressing them in a proactive manner via your customer’s channel of choice before they are inconvenienced. The various departments within your organization, cooperating to maintain customer satisfaction, strengthens your connections with customers and keeps the relationship a positive one.

5. Teams operate in silos.

As businesses grow, each department develops their own processes and information storage based on their particular needs. While these processes may help in the short term, eventually that insulation leads to a breakdown in communication across the company, just when increased collaboration and information-sharing becomes ever more crucial. This can lead to complacency and growth stagnation. An organization divided into such silos can’t act quickly upon opportunities or problems.

But centralizing information and communication leads to cooperation, collaboration and free flow of information across departments. Now your company can develop a strategy to unify and coordinate goals, incentives, analysis, and processes, leading to improvement of the overall customer experience and of course, your bottom line.

These are just a few of the signs that your organization could benefit from adopting a CRM system. But even if you’re not experiencing any problems, enhancing your customers’ experiences can only help you grow. If the idea of this change sounds scary, that’s a sign you need a strategic partner to guide your implementation of your new CRM system to make it work best for you and ease your transition. Contact Spark.Orange to learn how a custom solution can help your business!