Most brands feel that they are providing a good customer experience. But it depends on the quality of their CRM system and how well it is aligned between sales, marketing and customer service, judging by Choosing the Right CRM to Align Teams, a study by Ascend2 and Insightly.
Of those polled, only 18% say they are providing an exceptional experience. But 41% say they are exceeding expectations, and 33% that they are meeting them. Only 6% feel they need improvement.
At the same time, 62% are somewhat satisfied with their current CRM solution, and 21% are extremely satisfied. But 15% are somewhat unsatisfied, and 2% are extremely unhappy.
Managers and directors list these complaints about their CRM solutions:
VPs and executives have their own gripes about their solutions:
Moreover, it’s tough to align technology and customer data across all the teams. Some 54% say they are mostly succeeded at it, and 19% say they are exceeding totally.
But it's worth doing — 36% with completely aligned technology and data saw a significant increase in revenue last year, compared to 14% that saw less aligned firms. And 43% of those with total alignment delivered an exceptional customer experience, versus 11% of the less-aligned companies.
Most have not brought in a new system recently. They have had their solutions for:
In general, brands face these challenges when implementing a new CRM:
Failure to overcome these hurdles can result in:
The study divides respondents into four groups: Sales, marketing and customer service. Email features are among the CRM tools deemed most essential by respondents on the marketing and customer success teams:
However, the sales department feels these functions are most important:
And Sales/Rev/Mar Operations units see these capabilities as critical:
What kind of tech are brands using to manage customer relationships? They are deploying:
Whatever the obstacles, a good CRM system delivers many benefits:
Brands implanting a new CRM face these challenges:
What are the most essential integrations into their CRM systems? They are:
And the future? The respondents cite these strategic priorities for the year ahead:
Ascend2 surveyed 511 professionals in April 2022. They work I B2B organizations with 50-500 employees. They were from these industries: Banking/Financial services (7%), Business/Professional services (20%), Government/Public Sector/Education (6%), Healthcare/Pharma/BioTech (7%), Manufacturing/Retail/Wholesale (24%), Telecom/Energy/Utilities (2%), Technology/IT (12%), Technology/IT (12%), Transportation/Logistics (3%), Other (19%)