subject: How to Raise the Bar with CRM Software Automation [print this page] One of the primary uses for CRM software is to automate repetitive steps in the marketing and sales processes of your business. Commonly automated tasks include:> Processing website form submissions and emailing confirmation messages and requested resources such as eBooks or other downloads.> Scheduling reminder/"re-contact" messages via email, fax or letter at regular intervals to prospects in the sales pipeline.> Reminding salespeople to make follow-up calls to prospects at specified intervals or in response to actions by the prospect, as well as monitoring salesperson compliance with the process.What do they have in common? The fact that they all have occurred in the pre-sale phase i.e. before the sales process is complete. In most businesses, the use of CRM software to automate processes ends once the sale has been made. The main reason for this is, of course, that the CRM isn't normally used to record sales and thus there isn't any way for it to automate processes triggered by or involving a sale.By utilizing CRM to log all of your customers purchases as well as their payments, the workflow engine can be used to make automation of other related activities a breeze. Here are a few examples that represent just the tip of the iceberg in terms of possibilities for automating business processes:> Delivering login details to your company support website for new customers who have just purchased an applicable product.> Offering an upsell to a higher level of support contract to customers who've just purchased a qualifying product.> Following up unpaid invoices via email, SMS, fax, letter and/or live call centre agent using a defined escalation process until payment is received.> Automatically invoicing and billing a credit card on file for a recurring subscription to a service.> Executing a payment plan to pay off a lay-by or similar type of large ticket purchase with regular debits to a credit card or bank account.> Reminding customers of the approaching expiration of a warranty or subscription and prompting them to renew and pay online.Each of the processes above, if automated in your business, will either generate incremental sales or improve cash flow without any increase in labor costs. That's why CRM software and the automated processes that it can handle can end up saving your money and precious time. This makes moving to an automated process easier than ever.The overall goal is to provide superior customer service, build and maintain long lasting customer relationships and increase your profit margin. This can be done when you combine CRM software into your current business.
