Implementing the best CRM system alone is not enough to build satisfying customer relationships. A CRM provides opportunities, but it is not a magic wand that changes everything instantly. Success depends on how you use the CRM. Want to know if you’re using it correctly? Check out our checklist.
Why do some business owners praise CRM as an essential tool, while others feel they wasted their budget on a solution whose effectiveness they cannot see? The key to this mystery is often simple: some adopt CRM just because it is a trendy and popular tool, without considering how to integrate it properly into their existing systems or what goals they should set for their company.
On the other hand, those who are most satisfied are the ones who prepared well for CRM implementation, developed a strategy, set realistic goals, and adhered to basic CRM best practices.
CRM tools have evolved significantly in recent years. Today, they are powerful solutions that can automate repetitive tasks, support activity monitoring, and provide access to essential data from any mobile device.
Despite these capabilities, not everyone sees real results. The truth is that even the most advanced technology cannot function effectively if it is not used correctly. To achieve the best results with a CRM system, it must not only be successfully implemented but also embraced by users, properly trained, and used according to best practices.
Although the process may seem complex at first, if you put in the effort, the results can exceed your expectations.
If you're wondering how to use CRM to bring real benefits to your company, keep reading. Below, you’ll find a list of what we believe are the best practices for customer relationship management using CRM.
Start the next quarter with a well-thought-out plan that will help you reach new marketing heights. Discover the key practices that, in our opinion, will allow you to make the most of your CRM’s potential.
Not all CRM systems fit every need. Some are designed for small businesses, others for large corporations, and still others for mid-sized companies entering a growth phase. HubSpot, for example, offers multiple tiers of its CRM to ensure that small businesses don’t have to pay for unnecessary features, while corporations can order different CRM plans for specific departments or employee groups, avoiding budget waste.
CRM systems are designed to meet various business needs, but it's important to choose a service model that best fits your company’s specific requirements.
Learn how to choose a CRM system.
CRM systems help build strong customer relationships and automate key sales, marketing, and customer service processes. The right CRM also provides insights into customer behavior patterns, which can be used to enhance service and sales.
However, to avoid getting lost in the vast number of possibilities, you must clearly define your goals.
A CRM strategy can yield the desired results only when you know exactly what you want to achieve! The more precisely your goals are defined, the easier it will be to track progress and make necessary adjustments.
Example goals that can be achieved with CRM:
A CRM strategy that works wonders for one company may not generate any gains for another. That’s why customization should be part of every CRM strategy. This includes adjusting the system to the needs of specific users who will work with the tool. The better the personalization, the smoother the CRM experience will be.
It's worth taking the time to understand which features and functions would most help your team and incorporating them into your CRM strategy. This research can be invaluable for the team’s efficiency and CRM usage.
At the same time, remember that while CRM systems can be highly complex, the greatest benefits come from a user-friendly CRM. A difficult-to-navigate system will inevitably be used less frequently.
What can you do?
The temptation to enable more and more advanced CRM features is great—I completely understand. However, it’s important to control this urge because too many functionalities can make your system harder to use.
You should expect that—especially during the initial CRM implementation—not all employees will be fully open to change. Some will prefer doing things the "old-school" way. That’s why it is crucial to communicate the benefits of this technology.
Regular (!) training sessions are key. They not only showcase the CRM’s potential but also keep employees updated on technological advancements and market trends.
From our article, you’ll learn more about how to convince salespeople to use CRM.
Combining CRM with other business tools can significantly enhance its functionality. A well-chosen CRM should integrate seamlessly with accounting software, marketing automation tools, analytics programs, helpdesk systems, and more.
To maximize your potential, leverage the tools you already have and enhance them with CRM. It's also crucial to invest in a scalable CRM that can evolve as your business grows.
Once you have implemented CRM and started using it for customer relationship management, the next big question arises—how do you check if it’s working well?
To ensure its effectiveness (and it's worth checking regularly), set and track Key Performance Indicators (KPIs). Routine monitoring of team progress can help continuously improve business operations.
You can also use predictive analytics offered by CRM to gain deeper insights into your business performance.
One of the best CRM practices is implementing smart automation. Knowing what to automate can save your team time, lower sales costs, and ensure that important tasks aren’t overlooked.
Content delivery is one key area where automation can be highly effective. For example, when a new lead appears, you can schedule an automated sequence of welcome emails. You can also automate:
Bad data leads to bad decisions. You can’t afford that. At every stage, it’s essential to establish well-defined and structured processes for collecting, adding, and organizing data in your CRM.
To maintain "clean" data, conduct regular data reviews. Data consistency audits will help identify and remove duplicate or corrupted records before they disrupt decision-making processes.
Well-planned CRM analytics can support better decision-making, leading to improved performance. Most CRM platforms have built-in reporting tools, while premium versions offer advanced analytics and custom reporting, allowing you to track:
The most important best practice in working with CRM is understanding the ultimate goal of this tool. With CRM, your goal is to provide outstanding, highly personalized customer experiences!
You can significantly improve customer experiences through effective CRM data usage. Therefore:
Use the best practices to make your CRM functional and effective. It’s entirely up to you how you plan to utilize this technology. The more strategic your approach, the better your return on investment (ROI) will be.
With an effective CRM system, you can eliminate time-consuming administrative tasks, enhance customer experiences, and boost conversion rates. Want to learn more about maximizing CRM benefits and achieving the best ROI? Contact our team—we’ll help you plan your journey to the top of the business world!