Take your business
to the next level
with CRM

Businesses are facing an extended period of uncertain domestic growth and unsettled global economic conditions. Wise leaders are investing in two areas; productivity improvements through automation to drive profit, and improvements in customer experience to ensure customers are satisfied and keep coming back.

Customer Relationship Management (CRM) systems are exactly the sort of technology investment that improves both these factors; inwards-facing productivity gains, and outwards-facing customer experience improvements.

CRMs systems have always helped business collect, store and organise information about customers, but the latest generation of technology has evolved far beyond that. Modern CRM systems now include advanced workflow and analytics capabilities that help employees and management use information to improve engagement with customers, streamline work processes, and automate away repetitive tasks.

At SugarCRM, we provide the technology that has helped thousands of businesses increase their employee productivity and improve their customer experiences. In this guide, we present 16 common ways our customers are using CRM to grow their businesses.

Go to next level
Level 1 Lift

Get more information on taking your business to the next level. Download our Free guide.

Free talented
employees from
menial tasks

Anyone who runs a business knows that it often feels like the administration and paperwork gets in the way of actually doing meaningful work.

Use technology to automate away administrative tasks and allow your team the time to act on more important things like improving customer satisfaction, responding to competition and working on future strategy.

Go to next level
Level 2 Lift

Provide better
insights

So many workdays begin with email, which reading and replying can consume a significant part of each workday.

Instead, move information out of emails and into graphical dashboards and reports. Visual representations are much easier to understand, and provide a better way to uncover trends and changes that might otherwise be hidden.

When automated emails are the best way to communicate, use templates to improve the look and feel, making them easier to read, and providing professional and confidence-inspiring messages, for both internal staff and external customers.

Go to next level
Level 3 Lift

Prioritise
customers by value

There are always some customers that are more important than others. It could be the current profitability of the customer, their potential future sales, their overall lifetime value, or some other combination of factors. But so often the best customers get treated the same, or worse than the least valuable customers.

Don’t let your most valuable customers leave quietly, while your attention is distracted by the most vocal ones. Provide your staff with the tools to know which customers are the most valuable, so they can behave appropriately. Allow your team to prioritise their time, and when to go above and beyond. Ensure that these most valuable customers are delighted, remain satisfied and are loyal customers into the future.

Go to next level
Level 4 Lift

Improve
effectiveness
of marketing
programs

It is said that half of all marketing spend is wasted, and that the trick is just to work out which half. However, the explosion in marketing technology options and new communication channels has only made it harder to work out where to invest marketing resources.

To make the right investment decisions, capture accurate data about what marketing programs drove what new sales, provides visibility into which half. Use the CRM system as the central system where all marketing activity and customer response is recorded. Bring together information from all marketing channels in one place, and use the opportunity to correlate marking activity with business results and determine which half.

Go to next level
Level 5 Lift

Adopt best-
practice sales
processes

Not all salespeople will have the instincts of your best performing representatives whose innate talent, or simply their years of experience, sets them apart. Use the CRM to look at the behaviours of your best salespeople and identify what sorts of behaviours make them successful. Then use the CRM system to guide these same behaviours in the rest of the sales team. Promoting wider adoption of best-practice, can significantly lift the performance of the team.

Use the CRM system as a coaching tool. The information in the CRM provides a shared understanding of customer accounts. This allows you to move the conversations in sales meetings and coaching sessions from simply being about progress updates to more in depth analysis.

Promoting wider adoption of best-practice, can significantly lift the performance of the team.

Use the CRM system as a coaching tool. The information in the CRM provides a shared understanding of customer accounts. This allows you to move the conversations in sales meetings and coaching sessions from simply being about progress updates to more in depth analysis.

Go to next level
Level 6 Lift

Move customer
service online

Online customer service portals let many customers solve their own problems by providing frequently asked questions and searchable knowledge-bases. Customers are often more satisfied when they can solve their own problem quickly, rather than having to wait for a phone call to be answer or a reply to an email.

When customers can’t solve their own problem, give them the opportunity to log a support case online, and immediately provide a support reference number. This immediate response provides customers with the confidence that their problem has been heard, and will be resolved. It also establishes a way of communicating that is convenient and efficient for both the customer and the service team.

Go to next level
Level 7 Lift

Provide visibility
into your sales
pipeline and
forecast

Running a business can feel like driving a car too fast on a windy road, looking only in the rear-view mirror.

Use the CRM system to look at forward facing metrics such as sales activities, numbers of quotes and proposals. Use reports of upcoming sales opportunities to get a sense of how good the pipeline is.

Use information from note and conversations, and sales coaching sessions to apply judgement to the opportunity pipeline to more accurately forecast future results.

Being able to accurately forecast future performance, provides the chance for the leadership team to see what’s in front of the business and make decisions accordingly.

Go to next level
Level 8 Lift

Make a map & get
started on your
CRM path

CRM can provide business improvements across all aspects of an organisation, but you can’t make all these changes at the same time.

Identify the top challenges facing your business, find the low-hanging fruit that provides the greatest results in the fastest time, and use that success to carry momentum through the subsequent phases of your CRM program.

GET THE FULL GUIDE
Level 9 Lift

Get hold of our "Features that matter" guide to
help you take the next step.