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Features to Look for in a CRM Solution

Features of CRM Software – Customer relationship management (CRM) software plays a vital role in organizing contacts, nurturing leads, and maintaining customer loyalty.

When choosing a new CRM solution or upgrading your existing one, it’s crucial to consider the features that will optimize your sales process and improve productivity.

Here are 12 essential features to look for in CRM software.

1. Workflow Automation: Streamline Your Processes

Efficient workflow automation is a must-have feature in CRM software. Look for a solution that allows you to create custom rules and incorporates sales force automation. By leveraging rules, you can automate specific actions based on triggers or events. For example:

Automatically direct contact form submissions to the appropriate sales representative or department.
Send preset responses to incoming messages, ensuring prompt acknowledgment.
Follow up with leads, prospects, or opportunities if there’s no response within a defined timeframe.
Log hours and track all communications when contacting leads or customers.
Generate performance reports for supervisors and upper management based on completed tasks.

Moreover, workflow automation can handle time-consuming tasks like order processing, order tracking, and inventory control, freeing up your team’s valuable time. Consider CRM solutions that offer comprehensive workflow automation capabilities. [Looking for a CRM solution? Check out our guide to the best CRM software.]

2. Customization: Tailor the CRM to Your Needs

Every business is unique, and the CRM software you choose should be adaptable to your specific requirements. Opt for CRM solutions that offer flexible customization options. Look for features such as:

Ability to select and include desired features in your CRM package.
Customization of contact fields, dashboard views, and report creation.
Extensions, plugins, and add-ons to enhance software capabilities.
Advanced customization options using APIs, allowing developers to tailor the software further and integrate it with existing business solutions.

Customization empowers you to align the CRM software with your business processes, ensuring a seamless fit and improved efficiency.

3. Third-Party Integration: Enhance Productivity

Integrating your CRM software with other tools and platforms you use can significantly boost productivity. Most CRM programs offer third-party software integrations, but it’s essential to choose a solution that aligns with your existing software stack and is easy to implement. For instance:

Connect your CRM software with email clients like Outlook or Gmail to centralize your communication.
Automate data synchronization between CRM, point-of-sale (POS), and accounting software, eliminating manual data entry.
Seamlessly integrate email marketing software with your CRM to automate campaign launches and audience segmentation.
Utilize popular cloud backup storage services to back up and sync data effortlessly.

Depending on your software and integration complexity, you may require IT administration for a smooth setup. Choose CRM solutions that offer seamless third-party integration options.

4. Customer Service: Delight Your Customers

Excellent customer service is crucial for acquiring and retaining customers. Look for CRM software that empowers your sales reps and customer support team to provide exceptional service. Key capabilities to consider include:

360-degree comprehensive customer view, consolidating all relevant information from the first point of contact.
Tracking and logging all communication points, including lead acquisition, closed sales, and sales histories.
Logging incidents, website visits, purchase histories, and other activities for future reference and team alignment.
Personalization of correspondence using customers’ first names.
Unique reference numbers for each account, customer, and support issue.
Automated acknowledgment of customer inquiries and messages to ensure a timely response.
Support for premade email templates and call scripts to address common questions efficiently.

Some CRM solutions integrate with third-party apps like Desk.com for support, SurveyMonkey for feedback forms, or the RingCentral business phone system, further enhancing your customer service capabilities.

5. Employee Tracking: Monitor Performance

Effective CRM software allows you to track employee activity and performance. Opt for solutions that provide individual accounts for employees, enabling them to monitor their tasks, hours, meetings, sales numbers, and goals. Additionally, supervisors and upper management should have access to dashboards displaying individual employee metrics, completed tasks, and goals. This feature facilitates employee performance reviews, incentive programs, and identification of areas for improvement.

6. Social Media Integration: Streamline Social Media Management

A CRM software with built-in social media monitoring features saves time for your marketing team by eliminating the need to switch platforms. Look for CRM solutions that offer social media tools to:

Monitor social media conversations and sentiment related to your brand.
Gain insights into social media metrics, such as comments, shares, and mentions.
Customize your social media strategy based on analytics from various social media channels.
Understand your customer base and leverage your brand effectively.
Manage day-to-day tasks like posting and scheduling social media content.

7. Lead Management: Nurture and Convert Leads

Lead management is a critical feature to identify and nurture leads throughout the sales cycle. Seek CRM solutions that enable lead scoring and efficient lead assignment to appropriate team members. Additionally, an effective CRM should help you reengage inactive or seemingly dead leads by redistributing them to different team members.

8. Real-Time Data: Stay Up-to-Date

Real-time data integration is increasingly essential for CRM systems. By pulling data from devices, applications, and appliances, CRM solutions can provide you with timely insights and enable informed decision-making. Real-time data offers benefits such as:

Making informed marketing decisions, including online advertising bidding prices and placements.
Gaining immediate market demand insights to adjust marketing plans accordingly.
Identifying revenue-generating products/services and those needing increased exposure.
Mitigating business risks through anticipation of market changes.

9. CRM Analytics: Gain Actionable Insights

CRM analytics, also known as customer analytics, help you gain valuable insights from customer data. Look for CRM solutions with analytics capabilities, providing you with:

Simple customer segmentation for better understanding and targeting.
Clear profit and loss data to determine ROI.
Informative web analytics showcasing customer website use and behaviors.

10. Reporting: Measure Your Success

Reporting is a vital feature that consolidates the results of your sales and marketing efforts. Seek CRM software that offers comprehensive reporting capabilities, including:

Lead generation metrics during specific timeframes.
Sales metrics, such as generated revenue within specific periods.
Closed leads and attribution to sales agents.
Outbound call tracking.
Email campaign effectiveness.
Insights into lead conversion stages, facilitating quicker closures.

11. Sales Forecasting: Plan Ahead

CRM software with sales forecasting capabilities predicts future sales based on current pipeline data. This feature helps you align your marketing plans and campaigns accordingly. By anticipating market changes, you can mitigate business risks effectively. For example, if your sales forecast reveals higher demand for building blocks instead of girls’ dolls during Christmas, you can adjust your marketing campaigns accordingly.

12. Email Integration: Streamline Communication

Tracking emails within a traditional inbox can be overwhelming and time-consuming. A CRM software with integrated email features can alleviate these challenges and improve efficiency. Look for CRM solutions that offer:

Email integration with calendars to schedule appointments and engage prospects and customers seamlessly.
Automated email templates to reduce time spent on crafting email content. Create templates for company information, follow-ups, and proposal updates.

When selecting a CRM software, consider these 12 features that align with your business requirements. By choosing a comprehensive CRM solution, you can optimize your sales processes, enhance customer relationships, and boost your business growth.