A popular research study revealed that 50% of all implemented Customer Relationship Management programs were failing to meet expectations. Many speculated that CRM strategies were driven by technology, rather than the other way around. By 2009, a study showed that little had changed when they reported that 47% of CRM programs were falling short of reaching the goals set by CRM strategies. Three primary areas that were identified as motivating factors for developing improved CRM systems were:

Improving connections with customers in a way that uses technology to prioritize human-driven interactions.

Replacing systems that impede high-quality customer relationships.

Implementing systems that offer more personalized customer communications through smart devices and social media.

How Does Integrated Communication Improve CRM?

More avenues of communication are available to reach customers than ever before. Businesses who develop CRM strategies that contact customers in the way in which they want to be contacted will realize success. Many forward-thinking enterprises are no longer regarding CRM Software for Contractors as an isolated event, but rather incorporating the systems into the heart of the business, using integrated communications. Considering the demographics of a client, such as age, socio-economic status, and more, allows businesses to carefully strategize contact types and frequency, maximizing each contact. Research, for example, has shown that millennials prefer to communicate with retailers via email. The senior population tends to respond to a personalized approach more favorably, whether through a phone call or personal e-mail. Implementing integrated communication systems allows businesses to understand customer nuances and respond accordingly.

Phone Calls

In the digital age of smart communications, there is still tremendous value in making a phone call to a client. Since it is oftentimes less common to receive a personal phone call than an e-mail or text message, customers appreciate the impression of customer care that accompanies a phone call. However, they expect that the phone call will be efficient and productive, whether inbound or outbound. With immediate access to the complete information provided by a customer, including prior incoming and outgoing calls, e-mail communications, exchanged documents, etc., the customer service representative will be able to base their communication efforts on as much data as possible. Customers expect that no matter which representative is on the phone call, they will receive the same level of service based on the fact that the representative has access to all information and prior communications.

Meetings Calendars

Businesses that use calendars for personal and shared meetings are better equipped to manage future meetings. Personal meetings calendars of CRM Software for Contractors are effective for organizing personal meetings or appointments.

Documents

Having direct access to all documentation concerning contracts, sales, plans, protocol, and when on the go, enables the customer to be serviced by members of the customer support team at any level and from any location. The ability to refer to any document within the client profile, while on a phone call or in a meeting with them provides a superior customer experience, which translates into high customer satisfaction. Shuffling around through papers or searching document sharing files is no longer necessary when each customer profile contains all pertinent information with the touch of a button.

Short Text Messages (SMS)

Keeping customers informed through text messaging is an effective form of communication for updates or announcements. Customers expect to be contacted through SMS and appreciate the non-intrusive updates. Text messaging is a useful way to inform customers about upcoming meetings, contract expiration, status updates, etc. without using too many business resources or interfering with customer’s day.

Social Media

E-mail marketing and social media work together well and customers consider social media contacts as a form of communication. Integrating social media marketing, specifically targeted CRM efforts will provide an opportunity for a more personal level of engagement with the customer. Knowing which social media strategies have reached a specific client paints a more systematic plan on how to handle the client during potential transactions.

Centralized information systems often enable consumer information to be analyzed in detail in the form of reports and analytics.