A cumbersome and outdated CRM system typically offers you with just a simple storage of customer data and along with it, a few relevant fields for keeping track of tasks for your sales team to follow up. Most of the times with these fields in the outdated CRMs are overwhelmingly confusing and unstructured in their appearance. In other words, legacy CRM platforms are not at all up to our modern day business standards as they simply put, do not fit the requirements of most people in the modern day organization’s workforce.The user interface has become mission-critical, even though you might not think of it as an ordinary part of CRM selection. - Paul Greenberg Click To Tweet
Fortunately, not to worry about CRM has come a long way since its inception. Modern CRM platforms deliver consumer-grade system interfaces to render best-in-the class user experiences, which are specifically tailored to the different departments in an organization.
According to many of our customers, they do not even think ConvergeHub as CRM but look at it as a comprehensive business platform to enhance productivity, ROI and customer experience.
Modern CRM is a platform that will do more than just assist businesses to organize their customer data. Per say, today’s Customer Relationship Management technology has grown to become a proactive and integral piece of your customer engagement strategy. A system that apart from just being a central location for storing customer data is also a platform that helps automate data collection, data analysis and more importantly helps find customer insights.
Modern CRM solutions like ConvergeHub delivers workflow management, sales and marketing automation, customer support, and other essentials that help provide an end-to-end business platform for managing all aspects of the customer journey. It supports a variety of third-party tools and technology to refine your broader customer engagement ecosystem.
However, as these varieties of extensions in the system can be overwhelming when adopting a CRM system for your business, it is best to consider your needs to these 4 critical areas while buying a CRM:
#1. Intuitive user experience
The largest challenge with most CRM deployment is user adoption. According to Rebecca Wettemann of Nucleus Research:
It’s important to simplify the focus, to put just the information in front of the user that they need to make the most effective decision or to make the next best action.
Hence simply speaking, if a CRM is not easy to use, it will never help your employees to perform their jobs better, but instead make the tasks more complex and harder to complete and consequentially people will not use it.
Therefore, to streamline your employee’s processes and optimize customer interactions, CRM solutions need to provide different ways to interact with the system. Whereby, you need to purchase a CRM system that helps create different user types and roles, which will allow the users only to view information that is relevant to them for their respective activities. Moreover, insights should be delivered visually whenever it is possible to help the users act decisively. The CRM platform must also have an intuitive interface (for both desktop and mobile) so that your field staffs can find the same experience of using a CRM platform regardless of location or device.
According to Paul Greenberg, author of CRM at the Speed of Light:
The user interface has become mission-critical, even though you might not think of it as an ordinary part of CRM selection.
#2. Workflow automation
Any modern day CRM platform must excel at automating processes (whenever possible) for outshining in workflow management. Advanced automation in CRM systems help enforce best practices in an organization, improve performance and productivity indices, and hence reduce cost. Intelligent workflow can deliver unparallel value across the organization in several key areas like:
#3. Process alignment
Businesses that use CRM as a platform in their organizations are capable of aligning their business processes across their entire organization to manage the following areas of work, which includes:
Enabling workflow in the post-sales processes ensures timely alerts and to enforce other critical parameters around sales, returns, billing and payment and many more purchasing activities.
#4. Platform and built
Modern-day CRM solutions for SMBs are typically SaaS or in other words, Cloud-based. However, if your organization has a team of IT staffs you can also think about CRM vendors who offer hybrid hosting options and freedom of choice on Cloud storage. Moreover, some of the CRM systems are built on open standards, while others use proprietary codes.
Hence, as you evaluate your current CRM system, or even if you are in lookout for a better one, keeping these four areas in your mind will help you for these are critical factors are which that will ultimately affect the value you will be getting out of your CRM and on your ability to reap a better ROI.
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