The Importance of a Well-Integrated CRM
Does your organization have a functioning Customer Relationship Management system in place? If this system is not adequately integrated you could be missing out on potential benefits in the areas of workflow automation, customer support, social media integration, lead management, pipeline management, opportunity management, and myriad marketing possibilities.
As a sales tool your CRM should have all of the relevant metrics on each prospect and brokers should be able to access this information quickly and remotely. If your brokers have a cheat sheet on preferences, purchasing power, and past communications always available in their pockets, your organization will enjoy higher conversion rates and boosted customer satisfaction levels. This will increase the opportunities that your institution might have to cross sell products outside of the scope of mortgages. It will also allow your sales team to quickly prioritize tasks and prospects based on real profitability numbers.
As a marketing tool, you should be able to parse through the customer and prospect data available in your CRM in order to segment out the appropriate audiences for any particular product or service you wish to advertise. Making your communications more personalized and relevant to each recipient will increase the effectiveness of your marketing message while boosting engagement and sender reputation scores for mass emails.
The value of your CRM is tied directly to the amount of integrations that can be made with the other digital systems your institution has in place. Your accounting, underwriting, or other software will have large amounts of data on your customers and prospects. It is important that this information is used to populate and maintain your CRM. It can be a tall order to get all of your organization’s data collected into one place like this and any automatic integrations you can make will make the process far less time consuming. A successful integration with an email automation service will allow your CRM to track engagements, email opens, and notify you when your CRM has an incorrect email address as well as expediting the process of sending out highly targeted messages and even automating it.
If you have any questions about which CRM would be best for your organization or how to get started please reach out to William Dolan, Director at WDolan@scapartnering.com or by phone at (617) 694-2617.
