4 Ways CRM Will Improve Your Customer Experience

There are many trends on the horizon that may pique your interest as you develop your business strategy to stand out amongst your competitors. Technologies like artificial intelligence with natural language processing or machine learning, blockchain-based services, and the Internet of Things (IoT) may be distracting you from the most important part of your business — your customers.

8 in 10 Consumers willing to pay more for a better customer experience as big business falls short on expectationsCapgemeni, 2017

Consumer experiences such as engaging with recommendation engines from companies like Amazon or Netflix raise customer expectations to have easy, smooth, and more importantly intelligent interactions with their products and services.

In increasingly competitive marketplaces, differentiators can be found in companies few and far between, but those who provide a stellar customer experience can create trust between them and their customers.

The  4 Ways CRM Will Improve Your Customer Experience

CRM will help you become more Responsive

Our world is more connected today than ever before. The accessibility to smartphones has brought the entirety of the internet to the fingertips of most people. In fact, there are more people on earth who own a mobile phone than they do a toothbrush.

With many ways to communicate, customers may prefer to engage by phone call, SMS, chat, or a self-service portal. Your employees need to be equipped to be responsive to your customers’ needs, meaning with your customers on their terms.

CRM will help you become more Relevant

If you had software that could provide a 360-degree view of your customer in one place, your representatives would be able to sell more, service better, or market to in a more productive way.

Having a history of your customer and their interactions with your company allows for you to use that information to forecast and project sales pipeline, provide excellent and timely service, and deliver information that will provide value back to the customer.

CRM will enable you to be Proactive

As mentioned previously, previous customer history or order information can help you understand more about them. Imagine being able to predict what a customer might need and offering it to them as a solution before they even ask.

Having a single view of the customer allows every agent who is involved in interacting with them to have knowledge in context which will allow sellers, service agents, or marketers, to be one step ahead.

CRM helps you to be Reliable

The one thing that can quickly erode trust between two parties is a broken promise. Having tasks or reminders set for agents to follow up on can help them to follow through with their promises, amidst all of the other customers they may be serving.

If using CRM to improve your customer experience is something that interests you, please read our Essential Guide to CRM where you will find 37 pages including the questions to ask when evaluating solutions and some tips for getting started on the path to modern, game-changing CRM.


  • CRM
  • customer experience
About the Contributor
Clint Oram
Clint Oram Clint helped found SugarCRM in 2004 with the goal of enabling companies around the world to turn their customers into loyal fans. Today, he leads strategy and acquisitions for the company. Clint was one of the original architects and developers of the Sugar application and has focused on building out the product, company, partners and community in a variety of executive roles. Prior to co-founding SugarCRM, Clint held senior roles in the development, professional services and product management organizations at Epiphany, Octane Software and Hewlett Packard. He has 20 years of experience in the enterprise software industry and over 15 years designing and building award-winning CRM software solutions. Clint holds a BS in computer science from Cal Poly, San Luis Obispo and is the co-author of multiple CRM software patents. Clint enjoys traveling and speaking at conferences on a variety of customer experience and entrepreneurship topics, and has visited SugarCRM customers and partners in over 25 countries.

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