CRM helps consolidate the number of databases your company runs – merging sales, marketing, accounts, customer service and any others – and brings them all together to provide a single view of the customer. This enables you to deliver a seamless service across every function.
The Aberdeen Group has found that businesses that integrate sales and marketing functions in this way achieve a 20% average growth in annual company revenue – this can be increased further by also integrating finance and customer service.
That’s not all. Integrating CRM across all functions of an organisation can produce important efficiencies. Running three or more databases alongside each other is a significant waste of resource – both the time spent inputting data and maintaining records, as well as the actual storage and processing capacity.
At a rough estimate, companies operating under this scenario may be spending up to 300% more than they need to. What would happen if you stopped wasting that resource and put it into improving your customer experience instead?