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January 13, 2015

Driving Top Line Growth: The Power of CRM

It’s clear that Customer Relationship Management (CRM) tools can have a distinct impact on business development efforts. By providing a centralized view into all sales, marketing and customer service activities, general contractors, specialty contractors and commercial real estate firms can benefit from better coordination that drives consistency across departments and teams. Most of all, a CRM is essential for ensuring every member of your team, from the project superintendent to the accountant, is supporting the company’s efforts to drive new business with better data and robust reporting.

So, how does a CRM accomplish this? For starters, a CRM can automate key marketing initiatives, which in turn drives better reporting to measure whether a construction company is using its marketing budget dollars most effectively. By using a CRM to develop and execute an impactful marketing plan, marketing managers can tap into data that shows which campaigns were most effective throughout the year and which ones fell flat, enabling them to make better budgetary decisions in the future.

The Power of CRM

To drive the strongest return on your software investment, CRM tools should be integrated into your back-office Accounting, Project Management and Service solutions. This allows companies to fully leverage the mission-critical information traditionally “locked” in these system by making it accessible to the front-line employees that need it most. Providing easy access to customer and vendor balances, project history and team communications gives them the insights they need to promote effective relationships with current and prospective customers. In addition, empowering project managers with the ability to create and file all project-related communications and documents in one location with universal accessibility is priceless. Last but not least, service history and account information is vital to technicians when they are in contact with a customer, as it ensures they are fully informed and able to manage the relationship in real-time.

Finally, a CRM is an essential tool for strengthening customer loyalty. One of the best ways to keep customers for life is through ongoing support for their technical and troubleshooting queries. Automated CRM solutions make it possible for smaller office teams to multi-task and operate at the same level as a larger company without the need for added headcount. CRMs can also help increase call center efficiency and create cross-sell and up-sell opportunities by presenting well-timed, relevant offers to customers.

For more information on how Sage CRM can drive top-line growth, click here.


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