5 ways to promote the consequent use of CRM in your company

A well maintained CRM system can be a powerful tool for sales and customer service in your company. But only if it is consistently used and maintained by all parties involved. Especially after the implementation of such a system in your company there are often difficulties to establish this culture firmly in your company. To ensure that your investment in a CRM system pays off in the long term, these 5 aspects can help you to motivate your employees to consistently use the CRM system right from the start.

5 ways to promote the consequent use of CRM in your company

1. involve employees – right from the start

While you, the manager, have particular access to the reporting functions of a well-functioning CRM system, it is primarily the operative employees in sales and customer service who have to work intensively with the system on a daily basis. And they use it differently than you do. That’s why you should attach great importance to your employees’ feedback. And preferably already in the test phase. Involve future users before and during the implementation of a CRM system and take their opinions and comments seriously. After all, the CRM should support them in their daily work. In this way you achieve more involvement and greater acceptance of the system among the users in your company.

2. define clear processes

In order to keep the quality and consistency of the data in your CRM system as high as possible on the one hand and to make optimum use of the system’s support function on the other, clearly defined processes are required in your company. Only if every employee knows how to handle which data in which situation is it possible to ensure the reproducibility of the processes in your company. And only if your CRM is sensibly integrated into these processes can its advantages be perceived directly by the individual employee.

3. communicate individual advantages

There immediately follows the next aspect: For some employees, a CRM system with extensive reporting options initially feels like an additional control instrument used by middle management. This quickly results in a negative attitude. This makes it all the more important to clearly communicate the individual advantages that the individual departments have in their daily work through CRM. In particular, the time savings and the medium-term reduced administrative effort, which leaves more time for the actual selling, must become tangible for the individual employee.

4. ensure high data quality

The better the quality of the data in your CRM and the more uniformly it is prepared, the greater these advantages will be. By continuously updating and qualifying the data, you not only save time for your employees, but also maximise the success of your sales talks. This is even possible automatically and daily – for example with Implisense Qualify. The service also allows you to add useful information to your data records. Your sales staff will automatically find more data on leads and customers in the CRM system than would be available to them from internal company sources. An example of data obtained using AI is the assignment of different customer types according to Frank M. Scheelen’s 4-color model. Additional sales power for a more target-oriented qualification of leads and more targeted customer approaches.

5. lead by example

The mandatory use of the CRM system must become part of the culture in your company. And that starts at the top of the management level. Work consistently with the CRM yourself and ensure that your employees know this. Only what is recorded there exists; only what is in it can be evaluated. Let reporting, reviews and outlooks be based only on data entered into your CRM system in time. By setting a good example, you simultaneously create push and pull effects for your employees to also use the system with appropriate consistency.

With these actions you will be able to achieve a broad acceptance and conscientious use of your CRM system in sales and customer service faster. The decisive basis for the actual value-added use of your system.

Use customer data smarter – with a clever enrichment strategy

Nowadays, companies collect a lot of data about their customers. But do they really fulfil their purpose? After all, the data only benefits your marketing and sales team if it is able to gain knowledge about a customer in real time – and make him an offer based on it that matches his individual interests and his current status in the purchasing process. All too often, however, the data collected is insufficient.

The problem: Unstructured and incomplete data

In many cases, the customer data collected is relatively unstructured and comes from different sources. However, they are only as good as the particular source. The up-to-dateness of the information differs. On top of that, they do not interlock seamlessly. Data gaps must be closed by interpretation – and here all too often the boundaries between fact and fiction blur. Inaccurate data therefore leads to false assumptions about a customer and thus to poorly performing campaigns.

Data enrichment strategy in marketing and sales

The solution: A clever data enrichment strategy

It is better not to close data gaps with speculation, but with information. Automatically enrich your fragmented customer data with a service provider and win in three ways:

1. checking your data

Service providers such as Implisense build their data records with the help of an AI, which keeps them up to date at all times. Especially if your customer data has been collected over a longer period of time from different sources, there is a high risk that it contains outdated information. As part of the enrichment process, the data is checked for up-to-dateness and corrected if necessary.

2. closing data gaps

Implisense not only provides you with a complete data set that contains hundreds of data points for each company, it also allows you to easily manage your data. Above all, current signals from this company are evaluated and included on a daily basis. This allows you to base your assumptions about your customers on a much broader database – in real time.

3. getting trigger events right away

The most comprehensive possible picture of your customer is not the only decisive factor for a successful approach, but also the right moment. The daily updated data acquisition additionally provides you with current trigger events, which tell you something about the current status of your customer in the purchase process. This allows you to recognize the ideal moment and tailor both time and message to your customer.

All this happens automatically. Thanks to the Implisense API, the data records in your CRM system are easily enriched with the requested data from Implisense and qualified at the same time. This provides you with comprehensive information in the shortest possible time. So that you don’t miss the ideal time to pick up your potential customers with an exactly fitting message.

A clever data enrichment strategy solves the often underestimated problem of fragmented collection of customer data. With the help of artificial intelligence, you maximize your knowledge about a lead or customer and thus your success in marketing and sales. 

Technologies for more quality and quantity in sales

Some people claim that technology solves the problems you wouldn’t have without it. Without technology, it is almost impossible to make efficient sales today, say the others. However, digitization and automation can accelerate and improve the quality of many sales processes.

Quantitative sales optimization: Process more leads more efficiently

A constant issue in most sales departments is the question of how existing resources can be used even more efficiently and how as many leads as possible can be processed with as little time as possible. With the right technology, you can semi-automate many sales processes and save a considerable amount of time.

  1. More calls with sales dialers

    The sales dialer is an automatic dialling computer that shortens the idle time between multiple calls and thus ensures optimal time utilization in outbound marketing. Not only does it automatically start the next dialing process, but it also immediately provides the sales representative with the necessary customer record. Many power dialers dial more than one number at a time to further reduce waiting times. More advanced predictive dialers even learn from the customer’s telephony behavior – i.e. reachability times, time to answer the call, call duration – and optimize outgoing dialing attempts accordingly.

  2. Authenticity through sales videos

    The potential customer’s trust in the sales employee is in any case a decisive factor in whether a successful conclusion is reached or not. This can be achieved much better with the help of a face than with just a voice on the phone or even just a text mail. Emails that include a sales video are not only better clicked, they also have a higher conversion rate. Because being able to face your virtual counterpart creates commitment – especially if you personalize the videos.

  3. Reach customers with text messages

    Which of your sales e-mails recently had an opening rate of more than 90 percent? Text messages via SMS or common messaging services are almost always opened, usually within a few minutes. And they are positively perceived by customers – as long as they are concise and meaningful. A fast and effective communication channel with your leads, especially as reminders. However, you should make sure that you actually send them to the potential customer’s service phone. Many decision makers consider business text messages annoying on private devices.

Qualitative sales optimization: Win the customer’s loyalty

For many reasons, when a customer is on board, it is worth investing in the customer’s loyalty. On the one hand, you want him to stay with you for a long time and be open to cross-selling and up-selling options. On the other hand, he can also become interesting for you as a multiplier who opens the way into his network. Technology-supported processes can also help here.

  1. CRM as a lexicon about your customers

    A strong CRM system as the collective brain of your sales team is almost essential if you want to build sustainable relationships with your customers. This is where all the information about your contacts comes together to form a clear overview – immediately accessible when the customer calls. This tool is particularly powerful if you have it filled with comprehensive data without having to collect it yourself. Has your customer just opened a new location? Is he looking for personnel in a specific area? With the Implisense API, your CRM system is constantly updated with the latest customer data. A valuable information advantage for the development of a loyal customer service provider relationship.

  2. Knowing what customers really want

    Now, more than ever, technology gives you the ability to gain insight into the behavior of your customers before and after talking to your sales representative – and draw valuable conclusions. Evaluate, for example, how long visitors to your website deal with which content. Track the opening rates of your e-mails and find out how many people in the company have viewed a document. This will give you insight into what your customers are really interested in, their level of interest and on which leads you should use how many resources.

  3. Algorithms are the best investigators

    At first glance, when we talk about increasing sales efficiency, it seems to run counter to the desire to be a well-informed salesperson who knows his customers’ needs well. Because intensive research costs a lot of time. But technology can also help here. Because practical text mining algorithms can research many times faster, more specifically and more effectively than your sales team. And prepare the data into easily usable appetizers. On the Companies and Markets platform, for example, you can display clearly arranged background information on around two million companies with just one click. In which countries has the company recently become more active? Which technologies does it rely on? And which target groups does it address? In less than five minutes you have gained in-depth information – thanks to the preliminary work of algorithms. And you can do it for free.

Not every technology is like the holy grail that makes your sales team a high flyer. But if you cleverly integrate the new opportunities into your sales processes, you can achieve both: more quantity in exploiting your leads and more quality in building sustainable customer relationships.

News about Implisense Qualify

update qualifyDo you have extensive newsletter lists or contact lists from your CRM? Then this product update might be interesting to you: Implisense Qualify now automatically checks if a contact’s company still exists. Note: This new feature works for companies registered in Germany only.

From projects for data enrichment and data cleaning of large CRM systems one knows the problem well enough. Many companies no longer exist, but how do you find this out quickly? Use Implisense Qualify to find companies that are officially no longer economically active.  Implisense Qualify now supplements the column with the field economic activity without any additional costs.

Furthermore, we can now also add additional fields to your company’s master data, e. g. telephone number of the head office, official business purpose or the names of the managing directors.

Are you interested or have questions? Then we will be more than happy to help you!

More information can be found on the Implisense Qualify product page.