CRM features are intended to pull customers in, keep them wanting more, and create a circle of trust. Users want to feel as though, the company they are working with will always provide for their needs. There are plenty of CRM features out there. However, these are some of the specific ones as told by industry experts, that will bring success to CRM providers and users alike.
Top CRM Features
Having CRM technology that is hard to use and integrate is a waste of your time and can easily deter your workers from wanting to use it, or from using it at all. Nathan Stewart, CEO of Alkemi International, said it well, “The more complicated the software and the more functionality it had — which usually did not relate to what we required — the more people refrained from using it. What we needed was a simple CRM system which integrated with software that we used on a day-to-day basis.”
2. Remote Access
A CRM solution that can only be used in the office is not very productive. Having a solution that can be used anywhere, anytime, is ideal. In addition, being able to utilize at-home agents is becoming and essential CRM function.
3. Flexibility and Customization
Every successful CRM solution is customized in some way. Because of that, it is important that the solution you choose is customizable and flexible so that you can tailor it to your companies needs. As Paul Mabray, chief strategy officer of VinTank said, “It has to support an organization’s processes or you won’t get the full value out of your purchase.”
4. Integrate Analytics
It is not enough to simply collect data. You must understand it deeply before you can use it for action. CRM solutions can provide companies with decision-making analytics, both for sales and marketing. Once that data has been analyzed, you can then move forward with the comfort that you’re making the best decisions.
5. 360-degree Customer Profile
One of the most useful CRM features is having a detailed client profile. Being able to have access to their information, link invoices and quotes to customer profiles, and more will prove extremely helpful.
6. Lead Tracking
This feature allows you to track the lead source, or rather what led your customer straight to your door. This feature allows you to target your marketing campaigns to the right people.
7. Sales Dashboard
KPI dashboard is a fabulous tool that allows you to see an overview of your monthly sales results. You can even add charts and graphs to see patterns in your sales.
“Successful CRM is about competing in the relationship dimension. Not as an alternative to having a competitive product or reasonable price- but as a differentiator. If your competitors are doing the same thing you are (as they generally are), product and price won’t give you a long-term, sustainable competitive advantage. But if you can get an edge based on how customers feel about your company, it’s a much stickier–sustainable–relationship over the long haul.” –Bob Thompson, CustomerThink Corporation
There is no ‘one size fits all’ CRM solution. Each solution is different, and there are so many different CRM features. It is worth your time to look carefully into each solution and feature to decide which is best for your company.
Michael is the Lead Author & Editor of CRMSimplified Blog. Michael established the CRM blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to CRM.