You have an ERP system you love, but you keep hearing about adding a CRM system. You may be wondering why. You don’t need or want the typical “marketing only” system, and by marketing, they mean a push-marketing scenario where you are pushing emails or messages out to clients in the hopes of making a sale. This may not be something that your company wants to utilize. We are going to give you several other benefits to adding CRM to your current ERP system.
One hidden gem you may not know about is that you can also use your CRM system as part of a performance assessment metric. Your CRM system can be used to gather and organize valuable customer feedback with an eye toward improving service. Making improvements to your company’s service quality, time, or value enhances retention and reduces marketing costs while increasing profitability. It’s often an overlooked benefit of adding a CRM solution to your current ERP system.
With these three tips, you can begin using your integrated CRM system to understand customer perceptions of your current business performance and take steps to improve it.
Tip 1: Capture Customer Feedback
Every customer communication is an opportunity to capture valuable feedback. Create a simple, short, and easy to use survey. Include the link in your outbound CRM communications to resolve problems, close call tickets, and finish customer returns. A link to the survey within the email makes it easy for the customer to respond. The key to successfully using surveys in your CRM is to keep the survey itself short and sweet. If it is too long or detailed, customers will skip it. Too short, and you won’t get the valuable feedback you need to improve your business processes, services, and products. A happy mean is usually found within 5 to 10 questions.
Tip 2: Use CRM Dashboards to Review Service Metrics
Your CRM system dashboard reports on more than marketing campaigns. It can also provide you with useful insights into service issues and problems. Use the data derived from your dashboards to assess how quickly service problems are resolved. What can you do to shorten waiting times and improve service?
It is also a good idea to review the reasons behind complaints and returns. Too many returns due to wrong items shipped may indicate problems in your warehouse system or order fulfillment areas. Consistent problems can be spotted and fixed more easily when you use your system to track them.
Tip 3: Build an Incentive Plan
You can also use the data from your CRM system to create an incentive plan that rewards performance, productivity, and customer satisfaction. These are the three elements that, when taken together, build a healthy organization. Look for opportunities to reward specific metrics as tracked by your system. These may be the number of cases closed, lower complaint volume, or similar metrics that indicate customer satisfaction.
CRM: It’s Not Just About Marketing
When you hear the term CRM system, your brain immediately goes to marketing, but don’t forget the “C” and “R” in CRM. Customer relationships are built upon trust, and service quality is an important way to build trust. The more you can improve service, the better your business will be.
Let Emerald TC Help You Integrate CRM with Your ERP System
When you are using Sage 100 or Sage 500 as your enterprise software, Sage CRM is a great integrated solution. Over 15,000 organizations around the world are using Sage CRM to improve their customer interactions. To learn more about using Sage CRM to boost customer satisfaction, download our free whitepaper, Four Ways Integrated CRM-ERP Solutions Improve Productivity.
If you would like to have a true cloud-based ERP integrated with CRM, we also offer Acumatica solutions.
If you are ready to receive the full benefits of a CRM system integrated with your ERP, we can help. Contact Emerald TC to take the next step toward integrating CRM and ERP.