Customer relationship management (CRM) systems are a key software solution for any business that deals with customers. They support the efforts of sales, marketing, and customer service teams, making them an invaluable resource. 

As with any business solution, a CRM system must justify its worth, which is usually based on the return on investment it provides. If you find that the ROI of your current CRM system isn’t as high as you would like it to be, there are numerous steps you can take to address this issue. 

Focus On Integrating Applications That Will Add Value

With new applications being developed constantly it’s easy to jump on the bandwagon and add these to your CRM system in the hopes that they will improve your ROI. Instead, focus on investing in applications that will help you make the most of your existing CRM system. For example, if you currently use a separate service provider for your email marketing then you should integrate this with your CRM system to help you better tailor your marketing. 

Applications that increase user engagement will also add value to existing CRM systems as disappointing ROIs can usually be attributed to a lack of employee engagement and adoption. The solution to this? Investing in a digital adoption platform that ensures employees are engaging with both new and existing software. Digital adoption platforms, like ADOPT by AppLearn, work to do this by integrating learning resources within existing systems to address employee training and provide ongoing support. 

Customise Your CRM System

Businesses pride themselves on their products or services offering something unique to consumers, meeting their needs far better than competitors do, but does their CRM system reflect this? In the majority of cases, the answer is no. 

Off-the-shelf CRM software is the ideal starting point but without the ability to customise it to your specific needs, you’re unlikely to utilise it to its fullest. While the majority of vendors do offer some level of personalisation these days, it is also worth customising your CRM solution in-house if you have the resources to do so. This will ensure that it is fulfilling the purpose your business needs it to, justifying its cost.

Switch To A Cloud-Based System

The shift to cloud-based applications is apparent in all areas of the business world and CRM systems are no exception. Most software providers now offer cloud-based versions of their products, offering a more cost-effective option for their customers by eliminating many of the pain points and costs associated with hosting CRM systems in-house. Switching to an application that uses cloud storage eliminates the need for server space, automates updates and bug fixes, and does away with the need to troubleshoot issues.

Moving to a cloud-based solution also means that employees can access the CRM system from wherever they are, allowing them to better serve customers and nurture leads without the need for them to be in the office.  

Don’t Forget About Mobile Integration

These days, salespeople will often be on the go, rarely spending their entire working day at their desk. To help them do their job – which is one of the main functions of a CRM solution – your system needs to be optimised for the mobile use as well, allowing employees to access vital information outside of the workplace. Not only will this better support your sales, marketing, and customer service teams, but it will create a better user experience for employees and customers alike. 

A recent study by app development company Innoppl found that in companies where a mobile CRM system was adopted 65% of salespeople met their quotas, in contrast to only 22% of employees meeting their sales targets in businesses without a mobile CRM solution. This significant increase in sales is more than enough to offset the cost of mobile integration and improve the overall ROI of CRM systems. 

Upgrade Your Current CRM Software

Once you have exhausted all other options it’s time to consider updating your current CRM system to the latest version or switching to a new vendor altogether. Investing in the latest software now can increase your ROI in the long-term thanks to the benefits available such as improved application functionality and cross-selling capabilities, both examples of the features that can help an organisation increase its revenue.