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04 Jun 2020

How a CRM can help in times of crisis


If you were to describe the year 2020 with a single word, “crisis” might be the first that comes to mind… and we’re only halfway in. But COVID-19 isn’t the first crisis to come along, and probably won’t be the last. If you think back over the last two decades, we’ve faced terrorist attacks, housing market crashes, not to mention regional disasters like hurricanes and wildfires. All of these events remind us that uncertainty in business is always certain.

Without a crystal ball, it’s difficult to prepare for the unexpected. However, there are steps you can take to minimize the impact of a crisis, and you’ve probably taken a few of them already. For example, backup generators make sense in some industries. You might have smoke detectors and sprinkler systems. You may have an open line of credit with your bank for emergencies. And most business leaders invest in some form of insurance to protect against unforeseen challenges. While these common precautions all mitigate the impact on your business when a crisis emerges, your company’s software and data is often overlooked in preparation for these difficult times. Even the least tech-savvy among us are likely using software for payroll, shipping, quotes and proposals, email, or Excel and Word. During a crisis, software-driven processes still need to function, and if you’ve made the transition to the cloud, the data they contain is always accessible.

So, what about CRM? The initials stand for Customer Relationship Management, but today’s applications offer so much more than just managing customer relationships. In fact, some of us in the industry don’t find the term a particularly good description. CRM’s roots began with managing accounts, contacts, and opportunities,. but the tools have become much more sophisticated over time, and now CRM can incorporate quote and proposal generation, document management, product catalog details, invoicing, quality assurance certification, field service, and more. And, integrations with other programs, like your accounting package or email suite, further enhance the software’s capabilities.

So, how does CRM help in a crisis?

Modern CRMs serve as a hub for your business. When a crisis strikes, your data and the processes that run your business are right there at your fingertips, in real time. Whether your team needs to work remotely, set-up at a new location, or simply send notifications to your customers, a CRM ensures your business is always in-the-know and adaptable.

But potential for disasters isn’t the only reason to consider a CRM. Afterall, it’s not just a backup system. An effective CRM will increase your efficiency, automate your processes, enabling you to better serve your customers, in good times or in bad. An effective CRM is embraced by your employees and managers alike because it’s makes the business run smoother while keeping everyone in the loop. It eliminates errors and mistakes, prevents missed sales opportunities, and minimizes disruption during a change in personnel. A cloud-based CRM ensures your processes are accessible from anywhere, anytime, and your data doesn’t disappear, even if your office does.

SYNACT Inc. specializes in Microsoft Dynamics 365, a modern, cloud-based CRM solution that works together with the tools you use every day, such as Microsoft 365 to boost seller productivity, better understand your customer needs, and ultimately win more deals. At SYNACT, we offer a unique-to-the-industry all-inclusive business model. What is all-inclusive? In short, we simply charge a simple fixed fee per user on a monthly basis, with nothing upfront to custom design and build a CRM, and nothing afterwards for the training, support, and customizations you need to make it work for you.

Interested in learning how your company can get ahead? Call us or click here for a free, no-pressure demo of Microsoft Dynamics 365 and learn how this one connected solution can not only help you accelerate sales but allow your business to prosper.