Communication is key when it comes to using CRM software. Since all your departments - marketing, sales, accounting, customer service, etc. - can use it, it's important that they communicate with each other.
The importance of cohesion is best understood with an example. A recent Biz Community article explains how your business can use CRM software to increase the value of a returning customer:
"You have just invoiced a customer, and a predetermined query raises the flag that this customer has not been invoiced in at least 12 months. Furthermore, the value of that customer is extremely high. In simple terms, it is clear that an old customer, who is very valuable to the company, has returned. Such a flag should immediately trigger a personal "welcome back" email from a senior manager, or possibly even a phone call."
If you don't use CRM software or some type of marketing technology, then you'll have no idea the customer is returning unless you remembered his or her name. CRM software makes everything into a process so you can't miss an opportunity like this.
Once the software sends an alert and tells you that the customer is returning, it's up to your business to make the most of it. Whether you set up a meeting with a sales representative or send a personalized email, it's important to take your relationship management to the next level.
There are several things you can do to make your CRM software as effective as possible. We recommend improving the communication between your departments to develop cohesion around the software.
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