5 Ways CRM Improves CX & Drives Growth

By Lauren Keepers

Investing in a customer relationship management platform (CRM) is an important decision. It’s a critical component of driving growth for your business specifically because of how it improves and impacts CX. Understanding the relationship between a CRM and great CX is the first step in knowing how to best utilize your CRM to support your CX strategy.

Let’s start by more clearly defining the relationship between CRM and CX.

CRM is a technology for managing all of a company’s relationships and interactions with customers and potential customers. It’s a cloud-based tool that supports the centralization of customer data, contact management, and boosts operational efficiency and productivity across sales, marketing and support teams.. CX is the A to Z journey that a customer has with your brand, and how that customer perceives their interactions with your company. Investments in CX drive revenue growth and customer loyalty. Because a CRM houses all prospect, lead and customer data, as well the information the way in which  they’ve interfaced with your brand, it helps you stay connected to customers, engage with them on a deeper level and streamline business processes that impact CX. Simply put, if you don’t have a CRM, it’s nearly impossible to know if and how people are engaging with your brand, what CX you’re delivering, and most importantly how to continue to optimize your CX. The end result? You’re missing out on ROI opportunities if you don’t leverage a CRM to improve your CX as your customer’s needs evolve.



Here are the five ways you can leverage your CRM to maximize your CX strategy:

#1 | Compel your leadership team to identify & refine a go-forward CX strategy

Clear eyes, full hearts, can’t lose – right? Without a strategic vision in place, your chances of creating a singular, distinctive brand experience are slim to none. Opt to lean on your CRM to assist you in your efforts to create a one-of-a kind brand experience, and make sure your organization’s C-level bodies and executive heads are doing the same. By doing so, you’re encouraging decision makers to choose technology to serve as the backbone of your operations and CX-related decisions. This means you’re proactively forging the opportunity to breathe life into various processes that promote customer-focused growth. With the ability to capture and track all prospect and customer interactions, you can easily identify and analyze the demands of each customer and construct (or reconstruct) your brand touch points to meet those needs. Remember, your primary goal is to create a customer experience that feels effortless and seamless. When working with internal team members (or a consulting partner) to properly configure your CRM, ensure you can clearly define and conceptualize your CX goals before you move into project discovery stages.

#2 | Empower your sales teams with streamlined operations.

If you’re a sales rep, gone are the days of having a sheer desire for a CRM. Now, as a company breadwinner, you virtually need one in order to support a scalable and sustainable master growth plan. By integrating a CRM into your day-to-day sales operations, you’re setting yourself up to implement customer-oriented pipeline management through a single source of truth. With data positioned at the core of every sales engagement, you’ll be able to foster deeper customer connections which will which will drive growth through effective support of your overall CX strategy. Stronger customer relationships result in a refined ability to stage future upsell opportunities, increase your odds of acquiring client referrals, word-of-mouth marketing, or other digitized customer reviews, and enhance your customer retention technique.

#3 | Get with a preferred consulting partner.

Whether you’re struggling to identify and evaluate the pros (and the cons) of your current customer experience or simply need help getting your CRM digital transformation started, your best bet is to partner with a consulting team. Rely on their technological expertise to guide you down a path toward CX and CRM clarity. Remain open and trusting of their diversified business acumen. Likewise, have faith that they will rely on you for critical solution design needs such as: depending on your industry experience and robust knowledge around the ins and outs of your product or service. From our experience, it’s a lot easier and more successful when you use a proven consulting partner to help you implement and design a CRM that meets your CX goals and vision.

#4 | Qualify stronger interactions between your support team & the end consumer.

When it comes to experiencing top-notch customer service, the proof is always in the pudding. If your team of customer service reps aren’t responsive in their efforts to solve consumers’ problems, you’re losing the CX game, big time. Customer relationship management is truly an art form. By having your customer service reps use a CRM platform not only do you elevate the odds of providing your customer with a solution that meets their exact needs, you’re also reinforcing long-term sustainability for that solution. You’ll typically find at your disposal, various CRM add-ons to incorporate as part of your greater CRM solution design – some of which can allow your customer support team to record all customer engagements, create more viable opportunities to breed more open lines of communication, arm support teams to supply customers with quick and accurate responses and increase internal org transparency which promotes knowledge transfer between support agents, sales reps and marketing personnel. These workflows are the processes trouble-shooters dream about. 💭

#5 | Authorize your marketing team to build a personalized content strategy.

If you were going to place a bet, bet that your customers want (and need) personalized brand experiences. Not one customer will share the same brand journey, so honor their unique needs through tailored communication and refined messaging. At the end of the day, a customer’s short and long-term loyalty is key to driving top-line growth. Properly configuring your CRM to effectively “speak” with a marketing automation platform (and vice versa)  will put you on the fast track to highly targeted email campaigns and custom product or service recommendations. Not to mention, customer retention and acquisition become more easily evaluated and optimized through the use of a 360 degree view of each customer’s profile – all housed in one comprehensive system.


Want to get your CRM on the highway to CX heaven? Contact one of our consulting experts to discuss your digital transformation options today.  


1 | https://www.superoffice.com/blog/crm-software-statistics/
2 | https://econsultancy.com/17-stats-that-show-why-cx-is-so-important/
3 | https://econsultancy.com/17-stats-that-show-why-cx-is-so-important/

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