Key Features to Look For in a CRM Platform
CRM platforms are one of the most effective tools for businesses to acquire, retain and manage their customers. With data such as client preferences, spending habits, engagement and more available in real-time, CRM platforms can help businesses improve their efficiency and profitability.
Like most software, a CRM is not a one size fits all solution. This means that knowing what to look for when choosing the best CRM platform for your business is crucial. Depending on the nature of your business and operational setup, some CRM features will be more important than others.
Here are some of the features to look for in a CRM application.
Customer Opportunity Management
One of the key uses of CRM software is increasing sales. This means one of the basic features for any CRM application is a user-friendly lead scoring or opportunity management function. This feature allows users to qualify leads and identify those that can be easily converted. This prevents sales teams from wasting time on low potential leads and as a result, increases overall sales efficiency.
Sales analytics and real-time reports are another must-have for an efficient CRM application. Your CRM system should enable you to analyze data and statistics that your business can use to make data-driven decisions. A great CRM platform will allow you to generate customized reports across different metrics based on the kind of data you need whether it is sales reports, social media data or any other crucial business information.
In the digital era, a CRM application that works on mobile not only increases the ease of use but also allows access from any location. This means that CRM software that is adapted for mobile use will give your team more flexibility. You can keep up with real-time reports on the move, access customer information, look up contacts and a host of other important features from your phone.
Email Client Integration
Email integration is an important feature to have on your CRM system. This feature allows easy synchronization of customer data in one convenient platform. You can easily pull records of past communication from your CRM system and lookup previous interactions. This helps businesses respond to their customers in the best possible way, which ultimately improves client retention.
If your business has an ERP system or any other software in use, it is important to find a CRM system that allows integration. Integration enables seamless management of data and processes so that you can have multiple departments accessing the information they need from one convenient platform. Third-party integration also means that you will not have to overhaul your existing infrastructure to start using a CRM system.
The goal of any business is to grow, meaning that any system you invest in should be able to adapt to changes in your business. Before choosing a CRM system, find out if it has any customization options available. This ensures that if you need to add functions in the future or tweak existing modules, you can do it with ease. It may be costly for you to keep upgrading to a new platform every few years so finding an application that can be customized as your business grows is important.