MyCRM Daily CRM News 26-11-2014

Our CRM daily update, customer usability is key.

Here are some of the latest newsfeeds from around the web where CRM is the focus

Making the customer’s mobile experience better

If a company fails to keep mobile functionality in mind, it risks losing customers.

Today, everything is about the mobile experience.  It seems that wherever one looks, there is a smartphone or tablet in someone’s hand.  Thanks to this phenomenon, a business’ customer relationship management (CRM) strategy must now also include making the customer’s mobile experience better.

Customers are now more technically savvy than ever.  When they use social business tools and technology, they expect to encounter an ideal experience on whatever device they decide to use, whether it's a laptop, desktop, tablet, or smartphone.  Companies must be prepared to optimise this experience or be prepared to fail.

Here are a few great tips to ensure that the customer’s mobile experience is as good as it can get:

1.  Offer a web experience that is just as good as the mobile app.

First and foremost, the website must be responsive and adaptive.  This means that regardless of device or screen size, customers will have the best experience possible.  Don’t make customers download a separate app just to access the content; the app should be something that creates additional value, not something that is required.

2.  Improve search functionality with analytics.

Help users find exactly what they need and want by offering smart searches.  This helps to predict what a customer might want or need based on past performance and can actually save time and money for both the customer and company.

3.  It’s all about usability.

Another way to improve the customer’s mobile experience is to make sure that there is an intuitive layout.  For social networking, make sure the platform has guided setup tools that clearly instruct users on how to best experience and navigate the site.


CRM combined with BI optimises customer orders

The use of modules within a customer relationship management (CRM) system helps the gathering and analysing of business intelligence (BI) be more efficient.  This also helps to optimise customer orders in the long run.

What are the modules that a good CRM system should have to improve the overall customer experience and boost the company’s bottom line?  Here’s a quick list:

  • Invoicing
  • Billing and payments
  • Orders management
  • Recurring bill payments
  • Price quotes
  • Reminders and notifications
  • Products

Streamlining the procurement and acquisition processes through a structured and organised workflow and solid set of BI rules is essential in a strong CRM strategy.  This integrated intelligent process allows for a more advantageous use of CRM software over conventional methods.  When procedures and operations are streamlined in this way, cost savings are sure to follow.

Keeping up to date on the order management process in particular allows a business to implement internal policies and controls to mitigate loss, avert poor customer service, and avoid unnecessary risks that might come up.  Remember, the main goal is not just a profit but also a positive customer experience, which often leads to repeated sales in the long run.

Business managers must keep in mind that although they are independent elements, BI and CRM complement each other and make it possible to efficiently manage timeframe requirements, sales order optimisation, and functionality to improve and enhance the customer experience. 


CRM can help manage B2B relationships

Customer relationship management (CRM) is a lot more versatile than many people might think.  Today’s CRM software programmes are designed to not only boost a company’s bottom line by improving the overall customer experience, but they also help to manage business-to-business (B2B) relationships.

Most CRM systems are so robust that they have just about everything including the internet, intranets, and extranets, not to mention reporting, analytics, and so much more.  This is precisely why they are quickly becoming an essential aspect of any business’ operations.  Today’s increased need for information sharing has motivated CRM providers to evolve even further to provide an organisational reach that spans across various markets.

Current behaviours show that in order to successfully manage a B2B relationship, businesses must embrace social networking.  Recent statistics have shown that almost 75 per cent of all B2B customers use social media to purchase products and services.  Social media is also integrally incorporated into decision-making, communications, and organisation.  The CRM systems that are available today often incorporate social media platforms into their models.

However, not all CRM platforms are created equal.  CRM software must be flexible so that a business can create opportunities and brand value, evaluate and monitor sales and marketing efforts, build a sustainable and strong customer base, and align values and goals.  This means that companies must know both their competitors and customers very well and be able to track their respective behaviour.

Taking all of this into account, it is clear that CRM software can offer an ideal solution for managing critical B2B relationships just as well as it can help manage the customer experience.


Ten tips for growing business through social CRM competency

It is time to say goodbye to the days in which employing independent and dissimilar CRM and social components might bring about strong customer relationships.  Today, successful customer relationship management strategies require the integration of social and organisational tools.

Despite this shift in the rules of the road of CRM, assimilating a company’s CRM and social platforms is still a work in progress.  Although the importance of integration is clear, many firms – even the biggest ones – lack the tools needed to get a solid social CRM programme off the ground.

With this in mind, here are ten tips on how to boost a business’s social CRM capabilities in order to better interact with existing customers, increase the customer base, and ultimately grow the business.

  1. Keep updated records.  Make sure every customer’s record is as up-to-date as possible.  Every time a record is pulled, scrub it for new information. 

  2. Frequently post recommendations.  Small actions like posting sincere comments or recommendations about how nice it is to work with key customers can go a long way.

  3. Improve CRM tools.  Grow the database and improve efficiency tools by adding every new connection or like to the CRM programme.

  4. Get referrals.  Business growth often comes from word-of-mouth and referrals, which usually come from the best customers, so make a point of asking for them. 

  5. Consistency is key.  Every week, post something relevant to customers that piques their interest.  This helps customers view the company as a relevant source of information.

  6. Interact. Interaction is key, so interact with online groups and communities within the relevant industry every day.

  7. Be helpful.  A positive and helpful attitude can go a long way, and it can even turn a dissatisfied customer into a long-term and loyal one.  Offer assistance in a speedy manner. 

  8. Keep an eye on things.  Successfully monitoring the company or brand’s mentions in social posts is an excellent way to act on customer feedback quickly.

  9. Promote social presence.  Make sure people know where to find the company.  Include links to social media pages on all communications and offer an incentive to connect.

  10. Measure success.  Set attainable goals and use solid indicators of success to measure how well the social CRM strategy is working.


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