Customer Relationship Management
E&S Solutions has expertise in Customer Relationship Management systems, implementing and integrating industry-leading solutions from HubSpot, Salesforce, and Microsoft Dynamics.
Over a four-year period, we implemented first Salesforce and then Microsoft Dynamics CRM fully integrating the software platform with SAP R3 and the Power Ecommerce shopping cart system. Direct order entry into SAP R3 was facilitated by a web-based interface along with the integration of all customer sales, accounting, and product information on the Dynamics interface. Having migrated into the entrepreneurial space, we are now focused on the HubSpot CRM platform and leveraging for the purposes of inbound digital marketing.
The Goal of CRM
The goal of a Customer Relationship Management system is to integrate and automate sales, marketing, and customer support. All business data must be properly organized to display in the CRM application:
|• Accounts receivables |
• Sales history
• Contacts & address book
• Customer contact history
• Customer case history
• Digital marketing campaign history
• Sales quotas & budgets
• Customer sales targets
• Sales leads & prospects
• Product catalog
• Sales activity
The Value of CRM
Most enterprises either fail to deploy a CRM platform at all or fail to implement one in a way that maximizes its potential. A CRM application should be the primary interface for information about a company’s products, its customers and its sales and marketing activities. Failure to implement CRM, or to implement it in an optimal way, is a glaring issue in our modern era of information dependency and instant recall.
Effective deployment of CRM means integration with other systems and, once accomplished, permits unprecedented efficiency by organizing all relevant customer information into one interface for simple recall. Used correctly, each day the database of customer information expands, thereby accruing immense value for the future development of a business. When a customer calls in for service or a sales person calls out to a customer or prospect, all the relevant information needed to deal with the inquiry or develop the sales call is available in one place. Customers don’t have to repeat what they may have told someone on a previous call and customer satisfaction is improved with problems dealt with more quickly and efficiently.
Efficiency and Competitive Advantages
Improved efficiency means reduced operating costs, increased customer satisfaction, and improved business performance. These improvements lead to the development of competitive advantages that permit a business to prosper.
Sales Pipeline Development
Managing new prospects through the sales pipeline is becoming more and more information technology dependent. Knowing what a customer is interested in and what their requirements are allow targeted and efficient marketing. This, in turn, helps maximize the conversion of leads to customers throughout the sales process. A 5% improvement in each of the six stages of a typical sales process will yield 30% more customers from a set number of leads.
Customer loss or customer churn is a silent killer with a 10% churn rate reducing a customer base by over 30% within a four-year period. One of the primary causes of customer churn is a lack of contact and poor customer service. Effective use of a CRM application means customer churn can be significantly reduced.
Small and Medium Business Enterprises
There’s a reduced customer tolerance for inefficiency and an increased expectation for “instant recall” of information. Large organizations have set high standards and, if small businesses are to stand a chance, then they also have to achieve those standards. These standards cannot be achieved without the effective use of a CRM application.