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3 Posts authored by: Naudine Mosime

Businesses are finding it hard to keep up with the shift in consumer demand. With the advancement of technology, customers have increased their expectations for personalization, service, responsiveness, and delivery. For your business to be successful, you need to build strong relationships with your customers. But how do you do that? The obvious answer is by using a customer relationship management (CRM) system.

 

Traditional CRM was used as a database to achieve goals more straightforwardly. Initially, it was only used for gathering, storing, and structuring data for easy access. It didn’t play any role in the process of analysis and interpretation of data to provide meaningful insight.

Customer Relationship Management (CRM) is a critical requirement for large and growing enterprises operating in a competitive environment. A variety of tools and platforms enable sales and marketing professionals to build and strengthen their customer relationships. 

 

Artificial Intelligence has made it easier to predict user behavior and needs. AI and CRM together enable businesses to enhance their customer relationships.

Artificial intelligence, or AI, refers to the ability of machines to think and understand like humans. We have now provided machines with some capabilities that can do much more than just collecting and storing of data. With the help of AI, a system can process a huge chunk of data, analyze it and detect patterns to predict behavior, and also use the same insight to calculate risk.

 

AI has an abundant potential to boost the output of CRM tools. It can provide a holistic view of the customer’s entire journey from the prospect stage until retention.

Artificial Intelligence is steadily redefining the future of CRM. With the advancement in AI, the scope of automation is becoming wider. It will prompt customer relationship stakeholders to focus on more pressing issues. In brief, it will elevate the customer experience from the beginning to after-sales service.

 

How AI is Redefining the Future of Customer Service

Intelligent Automation: AI and CRM integration will enable organizations to restructure the workflow and automate manual chores intelligently. It will be used to evaluate sales funnel, predict customer behavior, and predict revenue with maximum accuracy. With predictive analysis, we can enable organizations to use historical performance data to make predictions about the future and take relevant actions.

 

As mentioned before, AI can help predict customers’ behavior based on past interactions. It uses the same insights to evaluate the sales funnels and forecast market dynamics with maximum accuracy. It allows businesses to take relevant actions that will have a positive impact. It entirely results in restructuring and automating the workflow, depending on the insights. For instance, it can help with lead scoring and assist in lead segmentation based on demographics, sales records, and more. 

 

Efficient Management of Data: Nowadays, a vast amount of information is generated every hour by interactions with consumers. This data can be used to gain insights into predicting buyer's behavior and formulate your business strategies accordingly.

Artificial intelligence is a useful resource when it comes to collecting and processing a massive amount of data. AI can help centralize all data from different social channels and digital interfaces into a single platform — CRM. It can then easily interpret and analyze them and provide value to the company’s objective. 

In essence, it will help effortlessly manage the marketing department by enabling them to respond to customers more quickly and efficiently. 

 

Advanced Customer Service Capabilities with NLP: Natural Language Processing is a type of machine learning. It understands the words, sentences, and context of your customer support queries. As a subset of artificial intelligence (AI), NLP interprets and analyzes customer’s verbal statements. Once it does, it provides them with an answer—all without human intervention.

 

Natural language processing (NLP) in AI is an essential speech recognition capability that can read, decipher, and make sense of the human languages. It can help the CRM platform to meaningfully analyze the textual context of customer emails and send them a precise response. 

At the same time, it can also provide real-time advice for sales pitches and course correction. NLP, combined with CRM tools, can help businesses to reveal their brand sentiments accurately, which will ultimately affect their marketing efforts. 

 

Transform your Business with Our Artificial Intelligence and CRM Expertise

Commercient provides CRM and ERP software integration solutions. We integrate +85 ERPs with Salesforce, Microsoft Dynamics CRM, Sugar CRM, Zoho CRM, and HubSpot CRM.

Commercient’s out-of-the-box “SYNC app”  is so easy to install. There’s no coding, no mapping, and no servers to manage on your end. Just download and go with easy access to sales and customer data when and where you need it.

 

Commercient SYNC can be set up to synchronize your ERP and CRM data as frequently as your business requires, once a day, every hour, or in real-time. SYNC is configurable to your company’s unique needs.

 

Examples of AI and CRM

Sugar CRM: Sugar CRM has recently launched an AI product called Hint. It automatically searches, tunes, and inputs personal and corporate profile details of prospective customers.

 

Salesforce Einstein: Salesforce Einstein is the first comprehensive AI for CRM that is designed for business to be smarter and more predictive about prospective customers. Einstein is powered by deep learning, Machine Learning, Predictive Analytics, and Data Mining.

 

Zoho: Zoho has a conversational AI assistant called Zia. It assists customers with everything from simple responses to complex analytics. We, at Oodles ERP, integrate Zoho products with enterprise applications to manage products, sales, marketing, recruitment, social media, and more.

 

Conclusion

A CRM is considered as the backbone of any business organization. In the end, you will see a vast improvement in the company’s bottom line. Investing in AI will help you optimize various processes - improved customer service, compelling sales pitches, increased retention rates, improved customer engagement, and more. Artificial intelligence will help create a better experience for both customers and sales representatives. The combination of AI and customer relationship management is a gateway to a more profitable business. 

There comes a time when managing your client’s databases via thousands of spreadsheets, hopping from one system to another to find leads or customer data, or navigating amongst sales opportunities by checking scribbles on Post-it notes is no longer an option.

 

In order to effectively handle business operations and to improve the efficiency of your business, you need a robust customer solution where you can capture customer data, track incoming leads, segment customers into meaningful groups and create a structured workflow. Customer Relationship Management (CRM) systems work best for small businesses to maintain strong relationships across the board. In a CRM, all employees can record customer interactions with the company, create personalized messages for a targeted audience group, implement lead nurturing and lead scoring techniques, automate work processes and much more.

 

Let’s take a look at factors to consider when picking a CRM software:

 1. Define your business needs

  • Do I need to increase lead generation? Look for a CRM that delivers strong and agile lead generation software.
  • Are deals getting stuck in my pipeline? You’ll want a CRM with strong sales reporting, so you can identify the bottleneck.
  • Do I need to better access my contact data? Purchase a CRM that provides easy access to a 360-degree contact view.
  • Do I need to increase efficiency across my teams? Look for a CRM that can automate as many manual processes as possible.
  • Do I want easier access to insight around my results? Your best bet is a CRM that provides customizable dashboards.
  • Is my sales team unable to convert leads? A CRM that provides lead scoring so that you can qualify leads and identify the most sales-ready prospects will help.

2. Price of CRM for small business.

Most CRM software providers offer a free trial and offer per-user pricing. Before making the final selection, it is advisable to take advantage of the free trial and consider the price your organization can afford on such a plan.

3. Ease of use/learning curve

Will your team be able to easily use the system? User-friendly CRM software is what your small business needs, so having to spend money on training might not be a great idea. Research reviews and find out if the CRM is easy to use and novice-friendly

4. Availability of customer support

You might have technical questions that only the software provider can answer-finding one that offers customer support without any delay is the key to success for any business. Your business needs complete and unhindered access to support that doesn’t allow geographical boundaries or time zones to come between you and support.

5. Marketing features

All-in-one CRMs include marketing automation software. The capabilities coming out of such software will let you do things such as:

  • Email marketing
  • Build landing pages and web forms
  • Score and qualify leads
  • Run multichannel marketing campaigns
  • Track the results of your efforts
  • And much more

An all-in-one CRM eliminates the need to spend more money on a stand-alone marketing automation solution, making it a great choice for small businesses.

 

It’s more than likely that you’re already using other software systems in various departments of your small business. Commercient SYNC, the #1 data integration platform can help you integrate your existing systems, such as your ERP and CRM solutions. A systems integration will ensure the right information is available to your organization.

 

Your sales team will have access to ERP data directly in CRM, such as customer information, sales history, invoicing, serial numbers, inventory, multi-ship to addresses, and much more. With a two-way sync, new accounts and orders are integrated from CRM to ERP. This gives you a 360-degree view of sales and marketing.

 

Revolutionize the way your organization does business and expedite all processes by getting an advanced CRM system. Happy New Year! 

The technology behind creating content based on your target market has drastically evolved, making the process efficient and easier. According to research conducted by Evergage, many marketers agree that personalization is the most effective strategy for retaining the customer.

 

To successfully implement personalization strategies, you’ll need sufficient data and insights. Bringing data from different systems remains a challenge for about 55% of marketers – you can create unique content on websites or social media, but personalized content is most effective in email marketing campaigns.

 

Sending individualized emails is not rocket science; however, using personalized emails to enhance conversion rates requires more than adding “First_Name” to your introduction.

 

So, how can companies gather the needed data? For starters:

 

  • Doing business with them
  • Tracking visitors on your website
  • Sign-up forms on your website
  • Sales networks
  • Third-party apps

 

All this data is usually gathered inside your CRM system. Collecting basic information such as name and address can make your email communication simple, but not as effective. Make a list of data fields you want to acquire from your customers - name, address, and contact numbers are a given, but you also want to be able to track their purchase history, product interest, contact history, etc.

 

How integrating your CRM and ERP system enhances your campaign.

 

The 55% of marketers that struggle to bring all the data from their ERP system into their CRM system can utilize third-party integration apps to gather all the data collected from marketing automation systems or accounting tools into their CRM system. The integration between the two systems allows you to create custom fields where necessary and capture all the information. 

 

It is crucial to make sure this information is up to date and accurate. Addressing a contact with the wrong name won’t do your marketing and sales efforts any good. Make sure you provide a personalized link in each email where the recipient can alter their own contact information; this will help to keep your database error-free.

 

Finally, always remember to send yourself and your team members a test email to see if everything works. With a test mail, you can confirm whether all conditional content or personalization tags are in proper working order. Good luck!

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