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Integration is Key

Without having key systems integrated into the CRM many companies are simply throwing away money and investments without even knowing it. The problem is only compounded with the more complex a CRM is and the larger the business becomes. By not allowing a fully connected CRM to access the various data and essentially centralize all your data into one location you’re spreading out old and useless data that may end up costing clients and vendors that would otherwise become a loyal base to grow your business. Too many companies function by segregating certain data systems and CRMs are no exception. An advanced CRM like the kind from Business Essentials, the so called “Intelligent CRM” functions primarily by polling various metrics and amounts of data and by denying it access to some forms of data you are essentially crippling the system as a whole.

The best way to go about doing this is to slowly roll out your CRM so that your systems have time to integrate and catch up. By keeping the CRM simple to begin with you’re able to include more and more systems at a rate that far outpaces that of which you’d be able to do with an already fully integrated, larger CRM. Intelligent CRMs are capable of being fully modular and scalable, giving you the capacity to implement at your own pace. This allows your users to get as used to and accustomed to the software as they can while you also integrate as many systems as you are able.

Integration of Social Media for example sees a general rise in customer loyalty and problem resolution of 18% on the average. While implementing Support Tickets to a CRM allows your metrics to parse the various issues that users are having that are not going to Social Media. These problems, while normally relatively minor are going to be excellent indicators of things that need to be fixed, problems that must be quickly and quietly extinguished to prevent a further development. Vendors who have issues with a shipping partner aren’t going to be included in your CRM report if you don’t include Support Tickets so that they can tell you what’s going on. Without the knowledge of that data the CRM is simply not going to have any idea what’s going on and be, essentially blinded to anything that isn’t directly hooked up to it.

By providing the CRM with as much data as possible you provide it with the best overview it can possibly have. And in doing so you’re giving your company the best chance at not only surviving but growing as well. Without this integration you’re effectively making your own job harder and the CRM is not going to be able to give you the whole picture as it stands. Leaving out key information is a horrible idea and only makes the CRM’s data predictions and metrics that much less reliable. While it depends on what information you can input it’s best to have as much as possible to allow the CRM to sort through it.

Apps and Things

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Giving your CRM the capacity to integrate into every aspect of your company and your sales reps is the best way to make sure that it’ll be used and used properly. While this may seem to fly in the face of “centralization” this is actually the opposite and allows all the data to be pulled in all its many forms from multiple locations into a centralized solution. This is essentially laying the groundwork for an expansive and interconnected web of data that streams back to the servers and allows the CRM to go through more data, giving it better, more accurate results and allowing it to find connections and essential designs that it would otherwise miss with a less integrated network. This will directly assist your business in making it progress faster towards its goals all while avoiding the pitfalls many other companies would and continue to fall into because they don’t properly integrate their CRM into every facet that they can.

Mobile phones for example are a great way to integrate CRM software. Instead of having a kiosk or desk that a sales rep or account manager would have to go to in order to input data they can do it straight from their phone. They can scan and take pictures of progress, of documents and notations that they have on any specific account and it all goes into the CRM without any more trouble than writing a blog post or a tweet. And that, truly is what you want. You want it to be so effortless, so simple and routine that your sales reps and users won’t have to think twice about using your CRM. With it being so engrained in what they’re doing there won’t be any issues with getting a vast amount of data being input from all corners of the world at all hours of the day. Your CRM will never want for anything more and it will be able to properly diagnose problems, send alerts to the relevant parties to deal with burgeoning issues before they spread like wildfire on the internet and social media, and help to guide your company towards better leads, more closed sales and better customer retention.

Without having the integration, your CRM is going to be missing key amounts of data and unable to properly parse what it has because it’s like it has blind spots in what it sees. Allowing it to see all that you have to offer it is going to allow it to make connections you never thought would be possible. As mentioned above, apps and mobile features are incredibly handy, letting your sales reps do what you require of them on the go. There is a lot of small periods of downtime in a normal users day to day business and while in those periods they can whip out their phone and provide an update to the account that the CRM will see instantly and be able to adjust its forecasts appropriately.


Article By: Penguin Writer


Commerce | Business


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