As usual this week we have been reviewing a number of great articles around the web on CRM and how businesses make best use of some or all of the functions. Today we have 4 news articles in our News Cast summary below :-
- Mobile CRM and security issues
- What to do when CRM isn’t working
- Time to call it quits on your CRM platform
- Has the CRM revolution already happened?
1.Mobile CRM and security issues
In the past couple of years, there has been much in the way of innovation for customer relationship management, or CRM. One of these great innovations happens to be mobile CRM.
As it stands, more and more companies are rightfully adding mobile capabilities to their collection of business strategies. The mobile revolution is here. Mobilising CRM can help lower sales costs, improve customer service, and boost relationship visibility. However, mobile CRM is not without risk.
Here is a look at the biggest security issues that come with mobile CRM. Knowing about these risks is half the battle.
When customers bring their own mobile devices to the mix, it is really hard to make sure that they are within compliance of government rules and regulations. One way to deal with this issue is to mitigate the risk ahead of the game by getting the IT department involved. This way, if a mobile device is stolen, there are ways to have sensitive material wiped clean easily and effectively.
Data loss is a big deal. The risk of customer data being lost or compromised is a very serious issue. Mobile devices are lost or stolen all the time, so it is up to the organisation to ensure that sensitive information accessible through that device is secured.
With mobile CRM, there are going to be privacy issues. How is customer data protected? How is corporate data protected? Make company policies clear and enforceable and make sure that users are aware of them.
Mobile CRM will inevitably open doors for organisations across the globe, but it has to be done correctly. As long as the risks, such as those above, are dealt with early, there is no doubt that mobile CRM can help a company improve customer relationships and build their brand.
2.What to do when CRM isn’t working
It is true that having a quality customer relationship management (CRM) programme is essential to help grow a business, but what many managers fail to realise is that it takes more than simply having the software to succeed.
Here are some examples of when CRM just isn’t working and what to do about it.
When managers have very little information about when and how sales opportunities close, the result can be unpredictable sales. This usually occurs when the sales process isn’t clear and there is a lack of incentive for reporting. A good remedy for this problem is to have the sales team document how and why customers make the purchase.
Too few prospects
Often, organisations report that there is a lack of prospects out there. Sometimes, prospecting seems futile because there is very little time for sales staff to actually get out there and hunt for them when they are servicing actual customers. This might be the result of an understaffed sales team or a weak department. Use rewards, upselling, and additional training to combat this issue.
Prospecting just isn’t working
If the sales team starts complaining that the act of prospecting just isn’t converting to any sales at all, it may be time to take another look at the current strategy. The organisation’s core value proposition, lead generation, and marketing schemes may be problematic. When this issue arises, it is a good time to assess whether the sales force is effective or deficient or if there is something else at play.
Ultimately, it is the business owner’s responsibility to define how his or her company is to find, retain, and grow customers. It is important to work with the sales team to generate goals and understand what is working and what is not.
Incorporating these tips into a solid CRM strategy with an effective programme will definitely benefit the business over time.
3.Time to call it quits on your CRM platform?
Customer relationship management, or CRM, can be a beacon of light for many managers, giving them valuable insight on everything that is going on with their customer accounts. A good CRM platform does exactly that.
An ineffective CRM platform can cause more damage than it prevents. It can quickly become a burden requiring frequent updates and eating up resources. So, how does a business owner know when it is time to move on?
Here are some quick ways to determine if it might be time to consider a new CRM programme.
- The CRM doesn’t sync with address books. A good CRM platform will easily sync with the address book in most email clients, smartphones, and tablets. If this is not happening, it will become difficult to keep up with the latest leads and accurate customer information.
- The CRM doesn’t automatically connect with email. If it is up to the employee to remember to log into the CRM system and log an email or communication, something is very, very wrong. The CRM platform should automatically connect with email so that this is done immediately.
- The CRM doesn’t sync with the calendar. Whether the office is set up on Macs or PCs, the CRM system should easily sync with the calendar and allow the import and export of customer meetings and other events. This helps to keep things organised, streamlined, and smooth.
- Sales are the only focus of the CRM system. Customer relationship management goes far beyond sales and often begins well before that point. An effective CRM system helps managers understand every aspect of a customer’s life cycle, from lead to conversion and beyond.
Maintain a meaningful business relationship by having a robust, well organised, and up-to-date CRM system that integrates important customer contacts, events, communications, statuses, and timelines.
4.Has the CRM revolution already happened?
Over the past few years, there is no question that communication methods have changed, and with those changes, business owners have had to also change their CRM (customer relationship management) strategies. This is, perhaps, precisely why social CRM is on the horizon as the "next big thing."
Some people may wonder if the CRM revolution has already occurred? Or is it happening now?
There are a lot of organisations out there that want to engage their customers and keep them, and many look to CRM platforms and strategies to do so. However, so many of these same organisations just aren’t getting it right.
When CRM works, it works well despite the fact that the biggest thinkers in the industry are disappointed to say that technology hasn’t quite caught up with it yet. As time goes on, CRM users are building their abilities and honing in on how to please customers and organise data efficiently.
So, what is next on the CRM horizon – that CRM revolution, so to speak? Mobile CRM, business intelligence, and social CRM are the big three right now. Here’s a quick look at each.
- Mobile CRM. There is going to be a lot of talk about mobile CRM because mobility is such a big part of today’s society. However, it is not so cut-and-dry; it’s not simple to just put an existing CRM system onto a smartphone, for example. CRM developers are going to need better ways of incorporating data via mobile devices and apply it to everyday operations.
- Business intelligence. There is no shortage of business intelligence solutions out there. However, there needs to be a better way to integrate CRM and marketing automation, which will inevitably lead to better analytics and stronger sales.
- Social CRM. People are constantly changing the way they communicate and interact. The plethora of social media platforms that have sprouted up over the past couple of years is evidence of that. With these communication changes, CRM systems must also evolve. Businesses that stay ahead of the curve will likely see the most success.
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