Integrate your Business Website and CRM & Streamline your Sales, Marketing and Service Operations

Put simply, by integrating your CRM with your website, you will streamline your sales, service and support operations.

At CRM Asia Solutions we understand the importance of workflow automation using the Zoho CRM application. Your sales, service and support staff will become more efficient.

However, by integrating your CRM with your website, not only will your company be more efficient, you can look forward to increased profitability, improved productivity, greatly improved visibility of your Return On Investment (ROI) related to your marketing campaigns, and also increased customer satisfaction. Read more below or watch our VDO.

Sales and Marketing

Let’s take your sales and marketing departments and review how integrating your CRM with your website can help your in terms of improved productivity and increased sales, and therefore profitability.

Boosting website traffic with SEO and PPC campaigns

Your company has decided to run a Pay Per Click (PPC) campaign using a few well researched keywords that reflect your business. Many businesses focus only on the primary goal of a PPC campaign which is to increase your website traffic, without giving much thought to what to do with the increased visitors. Without right the infrastructure in place to measure lead capture and lead conversion, a PPC or Seo campaign can turn into nothing more than an expense.

Capturing website inquires

Having clicked on your PPC listing, the prospects will arrive at your website. A well designed website / products page should focus the visitor’s attention to your products/services and hopefully result in a contact. The problem is: how to centralise these leads and get them to your Sales team efficiently?

Let’s say someone takes the time to contact you. With the use of a CRM, interested visitors fill out a website inquiry form which can automatically insert the prospect directly into your CRM and email the information to the person responsible for selling the advertised product or service.

In addition, workflow rules mean the lead can be automatically assigned according to any number of criteria: territory, product interest, location. This means that the right sales rep will get the right lead based on the information entered by the prospect. In order to trim the sales follow up process, you can create auto tasks for Sales to follow up so they are really on top of the lead from day one and no opportunity is lost.

With Zoho CRM these tasks can all be synchronized with Outlook so the salesperson can follow up and qualify the lead as quickly as possible.

The net result is a simple and highly effective method of increasing the number of leads and decreasing the time to enter them into the CRM. And for your sales staff this all means more time for them to sell.

Web form design

A few of words of caution: It may seem obvious, but your sales inquiry form should not have too many mandatory fields. By requesting too much information on the form you will run the risk of the inquirer abandoning your website and going to your competitors’ websites. Too few, and you waste sales time following up.

In short, make sure the key information is on the form: name, contact details etc., plus enough for a Sales Rep to be able to assess primary interest: product interest, project type etc. This will help them create a high level quotation as quickly as possible.

Measuring marketing ROI through website leads & lead conversions

Next, how can you improve your ROI related to your marketing campaigns?

Basically you need to review and measure conversions, which are not necessarily sales. Think about your sales cycle for a minute. At the end of the sales cycle is a Win, a sale! In between you have different stages, e.g. prospecting, qualification, needs analysis, etc.

Other types of conversions could be that a prospect has filled out your sales inquiry form, or maybe, in the qualification stage, they have downloaded a white paper from your website relating to your products and services.

There are many applications around that will analyze your conversions segmented (grouped) by a variety of source information, e.g. geographical, demographics etc. I recommend that you review what is available at Google Analytics, which is free and normally implemented during website coding but can be implemented at any time with a little know how.

Importantly, your CRM can further analyze your ROI from your marketing campaigns by providing campaign reports and charts identifying, by campaign, which leads converted from the prospect stage to qualification stage, from qualification to needs analysis, all the way through to the big W - a WIN!

Customer Support

Improved customer support via your website

In this final section we review how you can improve your service and support operations by integrating your CRM with your website, and therefore increase your customer satisfaction metrics.

Within your CRM you will have the ability to store information about your products and services.

This information is then built into a complete knowledge base about your company, your products and your services, and can be efficiently and effectively shared by all staff.

Importantly, the knowledge base can also be used to handle customer queries.

An example can be that a customer calls customer support about a product. The Customer Support team can then search the knowledge base about the product, and if the relevant information is available, this information can then be passed back to the customer immediately via phone or email.

Some of the information in the knowledge base will relate to internal matters, and some will be of interest to your customers. By integrating the latter Solutions with your website, you will be able to create a Frequently Asked Questions (FAQ) page. This means that your FAQ’s will be available 24/7, 365 days per year to your customers.

And you can take customer self service to the next level by creating a customer support web page at your website which allows your customers, if they have a problem, to enter the details of issues directly into your CRM via your website.

This action by the customer will automatically create a Case in the CRM, which will then be automatically routed the relevant person in customer support, and the customer will also be immediately informed by email that the case has been logged and that the appropriate action is being carried out.

Using the knowledge base Customer Support should then be able to provide a resolution to the problem, contact the customer, and then close the Case.

Again, this functionality is will be available 24/7, 365 days per year to your customers.

The 360° View of your customers

Much is talked about obtaining a 360° view of your leads, prospects and customers, and by integrating your CRM with your website, you will have gone a long way to achieving this. In the meantime, you will have also increased profitability, improved your marketing ROI, increased customer satisfaction, and improved productivity. An excellent payback for extra functionality that can be implemented quickly.

If you want to know more about integrating CRMs to your website, view our free online video here:

If you are interested in implementing a CRM in your business drop a note to sales@crmasiasolutions.com, or go to our website and fill out the contact form here.

And while you are visiting us, why not check out these other links to our business solutions:

CRM

eMail marketing

Web based surveys, Survey Squirrel

Again, please do not hesitate to contact CRM Asia Solutions here, or via email at sales@crmasiasolutions.com if you require any further information.

CRM Asia Solutions
www.crmasiasolutions.com
info@crmasiasolutions.com