When it comes to the tools that enterprise businesses are using, sometimes there are extra features or capabilities that are quite simply necessary for larger companies to run efficiently and effectively. In the case of CRMs, enterprise businesses should be looking for document management as a functionality, in order to properly handle unstructured data.
What is document management?
By definition, document management is pretty much exactly as it sounds: an electronic storage and management system for all kinds of document types. Systems specifically built for document management are sometimes called Document Management Systems (DMS), or Digital Asset Managers (DAM), but in these cases, they are typically separate cloud storage solutions that lack the full integrations that a built-in CRM document management feature would have.
As organizations are moving to the digitization of many processes, and are considering aspects of business such as corporate social responsibility, we're seeing an increase in paperless business. Document management is a big part of this, as traditional filing systems and hard copy versions of reports, receipts, and customer information become obsolete.
Why it's important to have document management in your CRM
In the most basic sense, CRM document management is important for updating practices for manual filing and storage. It then becomes easier to view purchase orders, contracts, and other customer or time-specific assets.
With a document management system built into your CRM, not only is it easier to find such documents, but you can simultaneously manage SQL data with unstructured data. By being able to use just one platform for accessing all customer information and associated documentation, you can increase productivity and reduce costs associated with using many different systems. For example, we at NetPress use PandaDoc together with HubSpot in order to store, send, and track all our documents in our CRM.
Why a document tracking feature is important for your sales and customer service
Most importantly, having a CRM that incorporates document storage and tracking, means that your sales and customer service processes become more effective.
When a lead converts on your website, their information is stored. You can access insights about their on-site behavior, what content they have interacted with, what kind of lead nurturing they've received such as email marketing campaigns, and even how qualified (how likely) they are to make a purchase and become a customer. This information becomes essential in sales teams' abilities to contact prospects, pitch at the right time, and close deals.
Once a prospect converts to a customer, you will have information such as how much they've spent, whether or not they have signed up to receive promotional materials, or have become members of loyalty programs. For SaaS platforms you'll likely have varying information regarding subscriptions and contract terms that are highly dependent on individual customers. This information is crucial in managing customers and providing customer support and a great service experience. Especially for large companies that have numerous customers, having real-time access to all relevant documentation and reports enhances the likelihood you are able to provide individualized concierge customer service.
Imagine you receive a complaint or a customer is having an issue with a part of their platform or service from you. If you do not have proper document management as part of your CRM, it could take you some time to assess the customer and the situation, and in some cases taking too long can actually cost you a customer. Rather, by using proper document management, you may be able to see when they became a customer, what their current product or service is, if they have logged issues or complaints before, and in the case of B2B business, personal details about the point of contact.
When you have proper control over your documentation and data for each individual customer, and that data is integrated seamlessly with your sales and marketing and customer relationship management tools, you are far more likely to run more efficiently and effectively. This is why it's so important for enterprise businesses especially to look for the right platforms that can handle their unique needs, such as looking for a CRM that includes or perfectly integrate features for document management.
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