CRM Software: 3 Principles to Get Value Fast

Posted on April 24, 2020April 2, 2020Categories ArticleTags , , , , , , , , , ,   Leave a comment on CRM Software: 3 Principles to Get Value Fast

Companies big and small will generate hundreds or thousands of data points from a wide array of programs and systems.
Unfortunately, while all of this information is crucial, it’s worthless if we can’t digest it. Thankfully, artificial intelligence is here to help. In this article, we want to discuss how an AI customer experience can provide the analytics possible to build a better sales team and a streamlined customer experience.

As a business owner, a big struggle can be building a more substantial customer base and using it to propel long-term success. Managing it with CRM software, can be an even bigger struggle.

Fortunately, we’re living in a golden age of technology, which means that you can theoretically be one app away from reaching that goal. However, just because there are a plethora of options doesn’t mean that they will all work. In many cases, even though the technology is powerful, it might not be well-suited for your business.

So, with that in mind, we want to discuss the best ways to utilize your CRM solution for your company. To help us understand the value of a good customer relationship management system, we enlisted the help of Thomas Kattnig. Thomas is the CEO of Sellsation, a company that specializes in CRM software for small and medium-sized businesses. Here are 3 principles that will get you value fast.

The Problem Isn’t CRM Software – It’s How You Use It

When it comes to CRM software, one of the biggest and most widely used in the industry is SalesForce. However, this software is designed for enterprise-level companies, which can make a powerful tool, but out of the reach of smaller businesses.

A significant reason for that disconnect is the level of skill and understanding that has to come with Salesforce. Yes, you can deploy the software for your medium-sized business, but then you have to hire consultants to help you use it efficiently.

Instead, you need to start by focusing your attention on the business model. What does success mean to you? Where are you trying to go? What solutions are you offering your customers? Finally, and most importantly, how is CRM software going to facilitate these goals?

All too often, businesses use a tech-first approach. This means that they think that buying a high-tech solution will alleviate their problems, but since they don’t know what those problems are to begin with, the software falls short.

Overall, before picking a CRM software solution, you need to outline where your business is headed and write down specific elements that the software has to address. From there, you can choose the right option for your needs. Thomas and his team have an excellent customer retention rate because they assist their clients with this process before onboarding them. By pointing yourself in the right direction, choosing technology is much simpler.

Aligning Your Sales and Marketing Team

CRM Software works best when you've aligned your sales and marketing team around its use.
CRM Software works best when you’ve aligned your sales and marketing team around its use.

Salespeople and marketers typically use customer relationship management systems. Unfortunately, these departments don’t usually talk to each other, so there is a significant disconnect that can cause problems.

If you want your CRM software to succeed, you need to make sure that it can facilitate communication between marketing and sales so that they can work as a cohesive unit. This way, salespeople don’t over-promise on a product, and marketing doesn’t have issues with setting up accounts and following up with clients.

Part of Sellsation’s success comes from the fact that they outline how each department works individually so that they can align themselves. When marketing does one thing, how does it affect sales and vice versa? By visualizing their relationship with each other, the business can create a better network of cooperation and coordination.

An amendment to that is how you incorporate your support team as well. If sales and marketing don’t provide the right tools for the client, then he or she will need much more help and support on the back end. That kind of system will lead to higher churn and less customer satisfaction. Overall, the CRM software needs to bring everyone together to move in the same direction.

Bottom Line: CRM Software Is a Tool, Not a Magic Wand

If you want to get more from your CRM software, you need to know how to use it first. Tons of features and benefits are great, but not if you have no use for them. Let your business model be the guide, and let your customers dictate which elements are most necessary.

If you want to find out more about Sellsation, you can check out the latest episode of the SaaS CX Show here, or you can find them at www.sellsation.com.

Improving the Experience of Consumer-Focused B2B Software

Posted on April 17, 2020April 2, 2020Categories ArticleTags , , , , , , , , ,   Leave a comment on Improving the Experience of Consumer-Focused B2B Software

If you sell to businesses, approaching the marketing as a consumer-focused B2B software application will help your customer acquisition and retention.

If you’re a B2B company, then you know that there is a fundamental difference between the way you promote your product than if you were reaching out to the general public. Taking the approach of a consumer-focused B2B software can assist in customer acquisition and retention. Since you’re talking to business owners, CEO, HR reps, and other key decision-makers, your sales pitch is usually geared toward their interests.

However, while it’s vital to appeal to the gatekeepers, you don’t want to sacrifice the customer experience in the process. In this article, we’re going to discuss how a consumer-focused B2B software design can be beneficial for everyone involved. To help us make this point, we’re talking with Mike Volpe, CEO of Lola.com; the #1 ranked corporate travel app.

Consumer-Focused B2B Software Means Lightweight

Most people don’t want to spend hours trying to figure out how to use a program or system. Typically, they want something that is as mobile and adaptable as possible. Think mobile-friendly design and a streamlined interface. Consumer-focused B2B software values simplicity.

Consumer-focused B2B software values simplicity.
Consumer-focused B2B software values simplicity.

For Lola, the app was born on mobile devices, so the team had to be proactive about making the system user-friendly. While that’s not always the best approach, it does force you to find ways to make onboarding and adoption easier. When users have such a small screen and limited functionality, efficiency is everything.

Fortunately, that lightweight model makes the program more cost-effective as well. So, not only do you have an app that users like, but you can tout the savings to the business buying it. It’s a win-win-win scenario. That’s one of the major benefits of taking a consumer-focused B2B software approach.

Focus on Incremental Changes, Not Sweeping Updates

One of the reasons that apps can have high churn is that customers aren’t getting everything they want. For B2B companies, since the “customer” is the company, high churn rates aren’t necessarily a dealbreaker. However, you still want to improve adoption. When more employees are using the system, there are even more cost-savings, plus the benefit of worker satisfaction.

These days, employees demand more from their workplaces. Corporate culture is being centered around a satisfied workforce, so B2B products need to be engaging. But how?

Engagement is critical for consumer-focused B2B software. For Lola, it’s all about the tiny changes and adjustments. With apps, it’s all too easy to get wrapped up in big, sweeping updates that will get noticed immediately. However, it’s the smaller steps that will have a better long-term return. Unfortunately, they are also the hardest to track with metrics.

Mike and his team get around that somewhat by looking at the time it takes for a user to book a trip. You can look at similar elements of your product to see where you can streamline processes further and improve the overall customer experience. Yes, significant changes can be valuable, but don’t lose the trees for the forest.

Bottom Line: a Better Customer Experience Yields a Higher ROI

Overall, when you approach your consumer-focused SaaS with the end-user in mind, everything else can fall into place. Even if your clients are mostly focused on cost-savings, this focus on CX will still yield better results for everyone involved.

To find out more about how Lola is upending the corporate travel world, check out the latest episode of the SaaS CX Show. You can also visit them online at www.lola.com.