Is your company using a CRM? It’s not enough, and this is why

According to a report by Gartner, the revenue from CRM software has now surpassed that of management database software, becoming the largest software category on the market. 

This comes as a little surprise for the utility sector, as we are sure that every company uses by now a CRM system as the base for their operations. Due to the versatility offered by this type of software, which has gradually developed to cover a large part of the corporate customer journey, it is often thought that a CRM is an uber-solution and there is no need to purchase other tools. However, the reality is that there are still crucial moments left uncovered within any Customer Relation Management software, and so if you are limiting your company workflow to that as the only tool, you should know that a CRM alone is not enough.

A CRM software can make a difference, but there’s more

Let’s face it: many companies in the utility world and beyond would be completely lost without their CRM. This is even more true today, when the transition to new methods of interaction and sales – more and more detached from the direct relationship between seller and customer – brings a necessary revolution in contact ways: in an increasingly digitalized world, the information is – and indeed must be – constantly at hand, and errors and oversights are no longer accepted by end customers. Every client expects, and deserves, an extraordinary experience with the company chosen for their digital purchases.

For this reason, a CRM is the key to corporate relations and sales: it is a tool that allows the storage of always-up-to-date customer data, making it available to sellers and customer care teams, but also that let companies record and analyse more complex situations, such as customer contact points, as well as trends, needs and desires. The result is a richer relationship with end customers, who thanks to CRM can receive an extremely personalized, targeted and satisfying contact experience, be it sales or assistance.

In short, if CRM software is used at its best, it can really make a difference in the service offered to end customers, making the contact experience unique and seamless, in one word: unforgettable.

Boost digital sales with new tools

What we have just outlined is an optimal scenario: all the data in the company passes through the CRM, which keeps in memory events and moments of contact with the customer, making them always available to operators to analyse the progress of the relationship and better understand the user’s needs. However, as often happens today, there is room for improvement: in particular, the most popular CRMs on the market leave out a big slice of the digital sales experience and the crucial moment of customer onboarding, being often limited to data management and not paying much attention to the coordination and communication between sellers, operators and customers in all its facets.

The solution? More specific tools that integrate the work of the company’s CRM, enhancing its scope and igniting the potential for customer experience. OnBoarding Funnel is one of them, and we think you should try it.

Would you like to know more? We have explored this and other topics in our new mini e-book “Discover OnBoarding Funnel and become a digital sales star”; download it here!