8 Delightful Ways to Advance Customer Strategy with CRM and BI
Every business strives towards a particular outcome with significant, rewarding value. While developing a customer strategy, you need to frame your journey of problem solving and further upgrade.
Aiming to save the time and hassle, many companies find the combination of CRM and business intelligence (BI) is a perfect solution to acquiring the same understanding of the problem and goal of customer and data-driven decision-making.
CRM + BI: Use Analyzed Data Not the Numbers
The integration process of CRM and BI may turn out to be a little bit tricky, so get ready to it as a roadblock you may run into when getting to customer strategy upgrading. Yet, the value part is hard to ignore. Both business apps share the same goal - route the company on a data-led approach to informed decisions and insights into customer relationships using relevant, comprehensive data.
Naturally, CRM enhances the procedure of customer interaction optimization and supplies each of interactions with information. It all boils down to the validation of new ideas and offering a better experience.
BI, in its turn, works to cover the concept of straightforward access to desired insights and analytics. The software collects available raw data and transforms it into the expected results your team so ravenous to receive.
Without the extra over-selling, the strategic benefits of both solutions come along with the investments and maintenance. Yet, the end results you will gain prove to be worth of every spent dollar and minute. Let’s unpack a couple of steps to take to ensure the success of your CRM and BI integration for a coherent customer strategy.
#1 Dive into CRM Processes
Before getting down to reap the fruit of BI insights, you should get to the bottom of your CRM workflows and find the root causes of any inefficiencies. As a tip, you can interview the team. That will help to detect the weak points, and therefore, receive some ideas on how to fix them. Here is a couple of questions for you to ask:
Do you apply the CRM capabilities during interactions with customers in full scale?
Are you need some specific tools to improve your daily performance?
Can you name the unnecessary rules or stages in our workflow that impact customer experience?
Does the service we offer varies in accordance with the value of clients?
Being armed with the responses, you will gain a clearer picture of the customer experience you provide right now. Once you addressed these things on the team’s side, you can launch your BI tool.
#2 Get the Picture of Customers Needs
To get the most value of your BI solution, make sure your existing CRM enables you with the required information, and you set defined KPIs. Digitization offers the whole bunch of customer data you can collect from the social media. In case your current CRM lacks this function, consider about moving your business records to another CRM that allows incorporating social CRM strategy.
#3 Craft a Definite Plan
Level up your business performance with the detailed guidance to the data collected in CRM and results received from BI tool. It is critical to work out a plan for adjusting BI into CRM and customer strategy, as well as into your company’s infrastructure and business development direction.
#4 Making a Choice of BI Tool
Another aspect to focus on is the selection of BI solution. They vary in cost, platform, data sets, user training, etc. Also, check the integration capabilities of business intelligence tool with your CRM.
#5 Dealing with Data Management
The larger amount of reports doesn’t mean productive and profitable business. In this line, you should define how many and how often, on what data, and which objectives should the BI tool cover. One of the best practices is to start with a medium amount of data. This approach will help to eliminate redundant information and deliver more accurate results and predictions. Additionally, you will exclude mess in the data storage and power up customer strategy with relevant information.
#6 Be Ready to Workflow Updates
When you finished the implementation of both solutions - CRM and BI, prepare to some changes in the way you interact with customers after getting processed data. With the set metrics, the BI app may show the pain points and strong sides of your performance in reports. Yet, it is up to you and your team whether reorganize something or not in the way you work.
#7 Experiments Are Encouraged
While every department works in harmony and BI produces refined, calculated results, you can introduce some minor changes to customer interactions or some areas of your business strategy. Along with these alterations, you should track the aspects you initially wanted to influence (i.e. customer satisfaction, productivity or profit growth, etc.)
#8 Establish a Dynamic Customer Strategy
The abundance of information collected by CRM received the interpretation from BI, once you have integrated these business apps. For instance, the BI tools can be tuned up to deliver real-time alerts to upgrade CRM response time. In the arsenal of business intelligence you can find predictive modeling; being tuned accordingly, this capability you get the option to prevent the issues the customer may face before they actually happen.
Once you have planned your CRM + BI integration and got a detailed plan how to perform it, the results on the business strategy and customer experience can be efficient and ongoing. So, grab untapped opportunities of combining practical apps to run purpose-driven interactions with a focus on customer strategy.