CRM Features to Consider
Potential Sales Tracking:
A good CRM will have a way to track the company’s opportunities and customers. A feature that can track potential sales including dollar amounts, what products will be needed for the sale, when it will close, and status in the sales process is a great feature to have. Other departments can also use this feature for planning, execution of the implementation, and the delivery. Every department wants to know what to expect and a pipeline display tells the story.
Easy to Use:
This is more of a company behavior than a CRM feature. I know this has happened to you. Your CRM pops up a task to contact Mr. Jones today, so you make the call only to find out that he called in yesterday and talked to the accounting department about his lost payments. You have no idea that he is upset with your company because when you went to read the notes (prior to making the call to him), there were no notes. The accounting department failed to document the customer conversation yesterday, and now you’re unprepared and he’s even more upset! The CRM doesn’t work by itself. Ensure that the entire organization complies with documenting customer interactions – phone, in-person, and email. When it is easy to use your team will use it.
Today most of your communication is via email. If you are using an outdated email or CRM platform that is not tightly integrated, you are missing important conversations. Provided the client is set up in the CRM, a tightly integrated platform captures all emails to and from clients within their respective files. Your users will enjoy this feature knowing that they don’t have to go into the CRM and retype everything they said in the email. Make it simple to use.
Make it accessible from smartphones and tablets. Data that can’t be accessed is useless. You worked hard to track it, now make it available for salespeople, management and delivery people. Set up your field team for success with complete account information at their fingertips. Today’s customers expect it. Select a cloud-based CRM and data will be available to your team anytime, anywhere, with any device, thus making it accessible.
The CRM has become the backbone of your business – protect it with rigorous security measures. Protecting data from both disgruntled employees (internally as well as externally) and cyber-attacks is crucial. Select a CRM that gives you the ability to assign security rights and access. You want to minimize theft of your valuable relationships.