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Enterprise customer relationship management (CRM) software helps large companies keep teams focused on gaining and engaging customers. It streamlines data collection, tracking, and reporting, creating a consolidated information system that is synchronized across the entire organization. An enterprise CRM software system not only stores valuable customer information, but automates repetitive tasks to reduce non-productive business hours.
This buyers guide explains the features and benefits of enterprise CRM software.
Here’s what we’ll cover:
Enterprise CRM software is a tool that helps large companies automate and manage the customer lifecycle. It tracks the company's interactions with past, current, and prospective customers, analyzing data that helps improve customer satisfaction, retention, and engagement.
With enterprise CRM software, sales teams can focus on warm leads, efficiently organize prospects, and close more sales; marketing teams can build effective campaigns based on existing customer data; and customer service representatives can personalize interactions to deliver better customer experience.
Enterprise CRMs offer best-of-breed feature packages. Most solutions include some or all of the following features:
Contact management | Store customer contact information, such as names, addresses, and social media accounts, and consolidate the data centrally. |
Interaction tracking | Record correspondence and web interactions to create a detailed picture of each contact's interests and experiences. |
Lead management | Track leads through the entire sales process. Segment leads based on region, interests, marketing interactions, and other factors. |
Calendars and reminders | Schedule events, book conference rooms, create tasks, and manage other time-sensitive business operations. |
Email integration | Integrate the tool with email clients such as Gmail or Outlook. Alternatively, set up your email system entirely within the enterprise CRM. |
Reporting and analytics | Gather detailed customer interaction metrics and display them in eye-catching visualizations to help team members spot patterns and opportunities. Use these metrics to forecast trends. |
Territory management | Organize data and accounts by geographic regions. Manage differences in time zone, currency, and language throughout the application. |
Enterprise buyers have complex processes and unique needs. Knowing what to expect when selecting enterprise CRM software can help you choose a solution that suits your scale.
Healthcare providers: Hospitals and other healthcare providers need CRM solutions that connect them to their patients and allow collaboration across departments. They should look for features that automate communication workflows, help ensure regulatory compliance, and allow data access from multiple sources.
Professional service organizations: Professional service companies should select CRM options that enhance their client relationships. They should look for automated features such as scheduling, task management, and financial reporting. Interaction tracking and contact management can help these buyers identify new opportunities, maximize lead conversion, and increase client satisfaction.
Retail businesses: Enterprise CRM software helps retail businesses personalize interactions across a large customer base. As new customers discover their products, retail businesses should use CRM tools to forecast and identify new opportunities. They should look for data-rich analytics reporting features to understand customer behavior and create targeted campaigns.
There are two key benefits for companies choosing enterprise CRM software.
It's important to understand enterprise CRM software pricing before committing to a platform.
Pricing is usually based on the number of users: Flat-rate pricing is rare. The majority of CRM solutions range from $66 per month per user to over $300 per month per user. Therefore, enterprises may pay a lot to give employees a flagship experience.
Implementation may involve unexpected costs: Vendors may charge one-time fees to configure software on company servers. Another implementation cost may be training employees on how to use the CRM.
CRM systems are the largest software category: The CRM market continues to grow worldwide. The resulting competition should lead to innovation and persistent development, especially among the mature enterprise platforms.
CRM systems are integrating artificial intelligence (AI) to improve customer experience: Integrating AI into enterprise CRM software enables more personalized customer data in all areas of an organization. Data-driven insights allow users to analyze and improve customer journeys.