One of the main reason why people are frustrated in using CRM is that it requires continued support of customer data relevance. You have always take care about all the data coming into CRM system and update them regularly. Otherwise you will face with data inconsistency, when different systems have different customer data and you don’t know which are the most actual.
Here’s what we recommend to prevent such situation when you are using email client and CRM system:
1. Add synchronization.
- Start to sync contacts between your contact application and CRM. You will be always sure that all information in both places is up to date and you don’t need to take care about it because synchronization happens automatically.
- Sync your calendars. You’ll never forget to add your meeting with customers or important appointment to CRM. You’ll never miss an event which was sent to you in CRM.
Without synchronization you will have different “version of truth” in both systems. You will never know if data actual or not. You will constantly lose part of your customer data unless you can guarantee that your employees carefully enters data into CRM system.
2. Meld CRM into your Inbox.
Add CRM tools to your Inbox. It’s really helpful to have them right inside the email or calendar item. You can use specific add-ons, custom apps (on mobile or tablets) or mail app to provide the CRM tools to the user. Most of the biggest CRM vendors offer such add-ons, but check if they match your business processes and what customization possibilities they have. Without customization you will face with inability to tune your processes in future, reducing efficiency and, eventually, denying from using this add-on by users.
3. Add automation.
Try to add as much automation to your cross-application business processes to simplify users adding data and creating new business records, like contact, accounts, leads, cases, deals etc. It should be easy for the user to create new record in CRM right from his Inbox, when most of the data fields are pre-filled automatically and he can create the record in one or two clicks. No copy-pasting or switching between different applications – only in this case you can significantly increase the amount of data in CRM and reduce the time spends on entering data.
4. Try to provide all those possibilities for users with multiple devices.
Users with multiple devices should be able to add and vital business information to CRM from any device – whether it is Windows desktop, Macbook, iPhone/iPad, tablet or phone on Android etc. In this case user doesn’t need to think how to deliver data into the backend system, all will happen automatically. Supporting only one platform you dramatically reduce the data accuracy, since users, especially sales-heavy, will forget to add data later, or they can overwrite more recent data then – all this will lead to data inconsistency and even losing data as a result.
5. Make it simple!
Chose applications and integrated tools which don’t require specific education or long trainings. It should be easy for the user to start work with the application and will motivate him to use it every day. If the application is hard to learn you will eventually face with low user adoption, when users ignore the new software and try to do things as they did before.
Invisible Solution already have the solution and can help you to integrate email client with Salesforce. We offer Smart Cloud Connect Lite, which is embedded into your emails and calendar items and provide CRM tools right inside your email client. You can activate itFREE right now!
If you want to add synchronization for contacts, leads, tasks and calendar events, sign up for Smart Cloud Connect Enterprise 1 month trial here – no credit card required.