The role of CRM is developing beyond managing customer relationship data. In a competitive market, marketeers need to be more proactive in terms of seeking out business intelligence which also means CRM systems need to be utilized for prospecting – in other words, to be able to identify marketing and sales opportunities efficiently. Here are three good reasons why you should consider integrating your CRM with your comms and marketing strategy:

Communicate with customers in real-time

Your CRM should be treated like an all-in-one sales and marketing platform. Customer demand for instant communication has grown with technological developments and in order to catch up, businesses are having to seek out ways to communicate with their customer-base in real-time.

When selecting your CRM, or when revising your CRM strategy it’s important to explore multiple integration options – for example, through social channels like Twitter, Facebook and Instagram – to achieve better levels of customer engagement. Another option is keeping in touch with your customers via text.

Texting as a means of relationship building – and as part of a sound overall marketing strategy – has been overlooked in the past and maybe even deemed ‘too invasive’ by some however, a range of studies show otherwise for example, 75% of people would like to have offers sent to them by SMS.

Texting can be useful across the board for anything from customer support to transactional updates. In the Zogby Analytics Millennial Study, 82.1% of respondents say they open every SMS text message they receive. Considering this, text is excellent way to reach a younger demographic, but older smartphone users are just a likely to respond to a texting service.

Increase sales

When your marketing and CRM strategy is aligned, it becomes easier for your sales staff to identify prospects. We know that unanswered emails, missed phone calls etc. can jeopardize sales. So ensuring lines of communication with customers are open allows sales staff to follow up on opportunities when required, and quickly.

Once more, when a lead is nurtured, improvements in satisfaction and experience lead to customers making bigger purchases. 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of poor performance. On the other hand, nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. Considering this, the importance of sustained communication – for instance, through text – with your customer-base should not be underestimated.

Develop a strong omni-channel strategy

The great advantage of building an omni-channel strategy is that it grants visibility into the behavior of your customers, providing insights which will help you improve services levels and sales efficiency. For example, social integrations with CRM can help you build enhanced customer profiles because there’s an opportunity to gather further data that will allow you to tailor your marketing response to the individual. Customers will appreciate a service which feels personal.

Once more, SMS marketing performs much better when integrated into an overall marketing strategy rather than being treated as an isolated channel. If you’re using text to reach your customers, it’s important to find a way to align that service with your CRM otherwise you might miss key opportunities which could help move your business forward. 

Lauren Stafford works as a Digital Publishing Specialist at Discover CRM, a platform which gathers together the latest thinking, news, and research about CRM software.