Expertise Beyond the Numbers

Capitalizing on CRM Strategy with Automation, Reporting, and Mobile Capabilities (CRM Evolution, Not Revolution, Pt. 4) [Blog Post]

In the following blog post, SC&H Group’s Microsoft Dynamics Consulting Services team explores the final three pillars of the CRM Capabilities Maturity Model: automation, mobility, and reporting/analytics.

While culture, adoption, and data quality and ubiquity are the cornerstones of a successful CRM implementation, your strategic plan should also capitalize on features that can optimize efficiency, access, and insight.

Therefore, in the final part of this four-part series, we will explain how creating automated processes, mobilizing customer information, and using reporting/ analytics can help you take full advantage of CRM technology to support your strategy.

Pillar 5: Automation
Automation is critical to ensuring the long-term adoption and sustainability of CRM. Like any system, employees must put in some time and effort into understanding and using CRM. However, by automating manual or time-consuming tasks within CRM, these efforts are greatly reduced.

Further, the efficiencies and streamlined processes achieved through automation can improve time- and cost-savings, increasing productivity throughout the organization.

In addition, automated processes can improve customer satisfaction through timely and consistent communication, better turnaround times, and more reliable results. For example, while humans may procrastinate or forget to notify a customer about a key opportunity, this likely doesn’t happen with automated notifications.

Pillar 6: Mobility
Employees that can access information anywhere, anytime, and on any device are more readily available and prepared to respond to customers. And, for employees that are out of office but required to engage in a customer interaction, CRM mobility allows them to be more efficient and flexible with their time.

For example, sales people using CRM from their smartphones have on-demand access to the current, real-time information they need to prepare for sales meetings and phone calls.

Moreover, the ease with which employees use CRM can yield higher rates of user adoption—helping them to produce more accurate results, promote a customer-centric culture, and improve customer experiences.

Pillar 7: Reporting and Analytics
Finally, organizations should capitalize on CRM reporting and analytics features, giving employees the insight to make informed decisions and strategic plans.

As long as data quality is good and adoption levels are high, these features can produce valuable reports, data models, and visuals that can be used to drive short- and long-term business growth.

Ultimately, by establishing an evolutionary CRM vision and assessing your organization’s CRM maturity across seven key pillars, you can develop a strategy and plan that achieve the full potential of your company and CRM system.

Want a quick, online assessment of your organization’s CRM maturity level? Click here, and explore how SC&H Group’s Microsoft Dynamics Consulting Services team can help you realize your company’s full potential.