Collaborative CRM: definition and uses – Blog Efficy
Collaboratieve CRM

Collaborative CRM:
what is it and what is its purpose?

 

CRM software is, by definition, always collaborative. Why, then, are we dedicating a blog article to it? Because it is somewhat of a catchall phrase, but which, in fact, covers q number of key notions. This article will help you get a clearer understanding of what exactly a collaborative CRM is.

 

What is collaborative CRM?

A driver of teamwork

Originally, CRM systems were designed to facilitate interactions with customers. However, in order to be efficient, these interactions need to be completed in a coordinated manner by all the different entities at play. Breaking down silos is the crux of collaborative CRM. Its features enable users to optimize teamwork, and in doing so, is a key element for the coherence of a Customer Relationship strategy.

 

A vehicle of customer knowledge

Since data is centralized in one single tool, the different departments and divisions of a company can have a comprehensive view of their customers. This is referred to as the “360-degree view”. For example, customer feedback collected by the customer service can be useful to the R&D department for future product developments. The results of a marketing campaign can become valuable arguments for the sales team. Collaborative CRM can also capitalize on in-house knowledge, even when employees decide to leave the company. In short, Collaborative CRM improves the performance of the company, in the short, medium and long term.

 

A performance lever

According to a study conducted by Software Advice, 74% of CRM users claim it has enhanced productivity and improved access to information. This is hardly surprising since, CRM software brings together a community of users, thereby promoting information sharing. With such a tool, you no longer have to go to five different people to get the latest version of a file. If you want to take this aspect even further, why not go for a mobile CRM solution? Mobile CRM is the best ally of your account managers, as it provides access to information in real time. What better way to facilitate communication between headquarters and the field!

 

Applications of collaborative CRM

When should collaborative CRM be used?

No matter how big or small your company may be, you need a CRM solution. It is the cornerstone of any Customer Relationship. This is what will enable you to manage all of your interactions effectively within your ecosystem.

Take the example of INRA, the first institute for agricultural research in Europe, and the second in the world: “INRA and its environment is a rich and complex ecosystem of partnerships between internal and external actors; we needed a collaborative, very customizable software, that would adapt to the needs of the different actors and secure the management of dematerialized data”, explains Philippe Leroy, CRM project director.

Whether you are an SME or a large corporation, you certainly have customers, prospects and suppliers. Therefore, it is essential to choose a CRM solution which can meet your specific needs and which can integrate seamlessly with your existing IT system. Of course, to really make the most of the CRM solution you choose and foster cohesiveness among users, you will need to take time to check the features offered by your publisher.

 

Must-have features

It is difficult to say what are the most useful features in a collaborative CRM because it depends on the challenges facing each company. However, here is a list of some general features which foster collaborative practices. It’s up to you to define specifications which fully take account of your needs, and to choose a CRM solution which is open enough to meet them.

  • Messaging (emails, tasks, calendar, etc.)
  • Instant messaging
  • News feed
  • Document Management System (DMS)
  • Knowledge base
  • CTI (Computer Telephony Integration)
  • Integration with office automation software

 

Access rights management

With collaborative CRM, all the players of the company can access all relevant information about customers. The notion of “relevant information” is important here. A sales representative may not need to access the same data as a customer service representative, and vice versa. Therefore, it is essential to manage access rights to maintain data security, to simplify operations for users and, ultimately, to facilitate the adoption of the CRM tool.

 

What you need to remember about collaborative CRM

Collaborative CRM is designed to help users do their daily tasks in a more efficient way. This, in turn, will enhance satisfaction, not only on the part of your customers, but also of your staff. The company will therefore become more efficient, more effective and better structured. So, it’s up to you now! Be sure to choose the publisher who can offer you the most appropriate collaborative CRM for your needs.