When enterprise businesses are looking to invest in tools and software that will streamline their business and ensure effective marketing, sales, and customer service, they need to start with the basics. Most companies begin using CRMs fairly early in their growth journeys but need change as they hire staff and acquire more customers. Since most software isn't always optimized when it comes to the needs of large companies, we've rounded up the top 7 features for a CRM that enterprise businesses should look for in order to run effectively.
CRM software is often implemented separately from other enterprise solutions, such as ERP systems, marketing automation, and customer service software, but may often offer integrations with other business applications to facilitate an enhanced and coordinated customer experience.
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1. The right integrations
A CRM is virtually useless if it requires manual inputting, or doesn't have the right integrations for your other marketing, sales, and customer service tools or website. For enterprise businesses especially, tools should improve productivity (LINK), streamline necessary processes, and make regular activities more efficient. If your CRM isn't capturing leads from the forms on your landing pages, or able to connect to your own software platform (especially for SaaS companies) then you will be wasting a lot of time and resources for managing your customers.
2. Ability to track customer interactions
A CRM is not just a database for contact information. It should be an agile piece of your business arsenal that can track all customer history and previous interactions. You should see for each of your properties their initial point of contact, what emails they've been sent and opened, what content they've looked at and downloaded, and who on your team they have spoken to. Great CRMs for enterprises can also let you assign where prospects are in the sales process, and the value of potential deals.
3. Ability to track customer service tickets and history
It's crucial that for enterprise businesses, your CRM can track each customer's previous technical issues or customer service requests. With a system for tickets, you can then easily call up previous questions and concerns so that your customer service representatives and account managers have a clear and proper overview of each customer in order to provide the best personalized service possible. When your customers feel that they are known and cared for, they are more likely to be loyal.
4. Ability to assign contact properties to specific staff members
Nothing is worse than calling a lead or existing customer, only to have them tell you that they were just speaking to another member of your team. First, it makes your company look disorganised, and that you lack effective internal communications. If your CRM can allow you to assign contact properties and tasks to specific staff members, you can avoid overlap. Also importantly, you can quickly see which contacts are unassigned and may need attention.
5. Segmentation for automation and email marketing
Enterprise businesses are much more likely to have wide customer profiles. Because of this, segmentation of your contact lists is crucial. Marketing, sales, and customer service messages are not one-size-fits-all, and therefore you should approach your contact lists with a strategy. An enterprise level CRM should allow you to segment your contacts with a number of parameters such as customer size, industry, contact job title/position, and what products or services of yours that they are utilizing.
6. Customer reports and analytics
If your CRM is just acting as a place to hold your contacts, you're likely missing a big opportunity to actually analyse and evaluate your customers and prospects. CRMs that allow you to have reports created can help you to have a better idea of what particular customers are most common, if there are surprising niche industries that you hadn't focused on targeting before, how many interactions a prospect has before converting to a customer, or commonalities between customers that can predict churn.
7. Easy GDPR compliance
While it's been almost a year since the GDPR scramble, you do want to take into consideration a CRM that makes your contacts able to access their data easily. Because of the rights of consumers, they should be able to delete their information as they wish, and also have clear ways of finding out about what you use their information for. Failure for enterprise companies to have this in place can result in extreme penalties.
Fortunately for large companies, HubSpot's growth suite for enterprise businesses includes a CRM that allows for seamlessly executing marketing, sales, and customer service activities all in the same place. With countless integrations, reporting dashboards, segmentation options, automation capabilities, and dynamic property solutions, managing customers and prospect information doesn't have to be challenging.
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