A unified CRM offers an innovative way for companies to excel. In today’s fast-changing conditions, more and more business leaders realize they must move away from a CRM (customer relationship management) system that was engineered to process leads through a funnel. That funnel was designed for use solely by the marketing and sales teams.

To compete for new customers and grow existing accounts, we have to strive for a “unified CRM.” A unified CRM offers a way for all front-office departments have access to customer and prospect data, enabling them to work together. Such a wide-reaching system must be based on what’s best for the whole enterprise.

Furthermore, the CRM has to be tightly coupled with all back-office systems, allowing data to flow back and forth. In this method, management has a 360-degree view of how the business is working with its marketplace. Customized dashboards help everyone keep an eye on their own key performance indicators. These KPIs guide employees and managers to achieve higher, more coordinated goals.

Unified CRM offers

When your CRM is integrated into almost all the business processes across the enterprise, you have real-time insight into what customers need and what they are doing. You have the data you need to grow your company exponentially.

To develop a unified CRM, a company has to choose a development platform that automates business processes across departments. The manual hand-off of spreadsheets and reports has to end. To build a system that is flexible enough to grow with your business, you’ll need a low- or no-code platform such as Creatio. Not everyone needs to become a programmer, but a low-code system supports managers and administrators who need to update processes as the business grows. Even employees who don’t want to make modifications themselves can look at an automated workflow and see where adjustments need to be made. A low-code platform can become the nervous system for a company attuned to market needs.

CRM is at the heart of every business that wants to compete on customer experience. It enables companies to access 360-degree views of customers in real time to drive reliable, trusted, personal, and in-context experiences along customer journeys.

Forrester: Three Key CRM Trends in 2021 That Will Allow You To Better Engage Your Customers, 2021-Apr-1, by Kate Leggett