Improving CRM through Document Management Software [A Slideshow]


The present rate of enterprise software innovation has imposed questions regarding the interoperability of these innovations—beckoning organizational leaders to pursue an understanding of where these innovations intersect—and, more crucially—how they can be leveraged to generate return on investment. In spite of this phenomenon, the confluence of document management software (DMS) and customer relationship management (CRM) features remains an untapped, yet powerful tool for many organizations. So where do DMS and CRM intersect, and how can this intersection be leveraged? And so it ensues: the 8 reasons CRM is optimized through DMS.


8. Seamless Uploading and Extra Storage Space

A CRM (like salesforce, for instance) can integrate with DMS to the extent that many of the DMS’s features, such as quick document retrieval and file search are retained without exiting the salesforce window. This gives DMS users the ability to access, share, and upload documents directly in a CRM solution. Additionally, once a user stores content and documents to a DMS, he or she is no longer relying upon the limited storage capacity of most CRM solutions. Rather, the DMS is providing it instead. Therefore, all an organization’s documents go to the document management software with no additional storage costs.


7. Save Time Searching for Desktop Files

Instead of searching manually for files in a CRM solution, users can summon the document readily through a DMS that has a robust application programming interface (API). To do this, employees don’t necessarily need a direct CRM or salesforce user to interact with these documents, either: One can merely be a DMS user and see everything deployed and stored to the CRM through the given DMS.


6. DMS Expedites Customer-Based Processes in CRM Software

As the software, strategy, and best practices used to track, manage, and store customers’ information at mission-critical stages of the purchase and/or service lifecycles, CRM has evolved drastically within the past several years. For instance, now that customers and consumers in general are increasingly engaged with brands via social media, expediting the customer-based process to keep brand engagement positive in the social landscape is as crucial as ever. DMS also makes customer information readily accessible from anywhere and through various mediums – ensuring customers are monitored and sustained.


5. 44% of Businesses Cite Process-Related Issues as Cause of CRM Failure

Forrester Research, a leading technology research company, notes that 44% of businesses cite process-related issues as the cause of CRM failure. Document management software, as a tool used to help organizations track, store, version, manage, and transfer documents securely and digitally, overthrows some of these process-related issues. For instance, a DMS with CRM integration can build templates allowing users to automatically structure and configure client/customer information once added to a CRM (such as salesforce). Additionally, some of these process-related problems occur due to data breaches, and most DMS offerings have secure web portals for sharing sensitive client/customer information—drastically reducing the probability of a data breach and ensuring the safety of customers’ private information.


4. DMS and CRM Integration Harnesses the Power of Metadata

Although CRMs help store information, in absence of document management software, many CRMs make document retrieval as cumbersome and redundant as it is with the typical shared drive. Document management software, however, harnesses the power of metadata in its entirety, making file-finding efforts simpler and faster—potentially shortening customer hold times on the phone (among other customer-based processes). Leveraging metadata through document management software also keeps your workforce from assigning different file values to information stored in the CRM, preventing workers from storing information according to arbitrary (and unfindable) terms.


3. DMS and CRM integration Maximizes Per Customer Profits

Both CRM and DMS allow their users to segment customer information, so when their powers are put in tandem, the customer segmentation capabilities are intensified twofold. This not only allows organizations to keep information regarding their customers straight, it also ensures they are being targeted correctly in marketing and sales efforts. As long as all employees, including c-level executives, are engrossed in using the technology and implementing it into daily practices, per customer profits will improve commensurately.


2. DMS Makes Task Delegation Easier to Track in CRMs

Although CRMs provide ample room for storing customer information and keeping track of customer interactions, workflow capabilities and task delegation functions are limited within most CRMs, and this is where DMS picks up the slack: As an enterprise software mapping, automating, and facilitating even the most complex business processes, DMS provides the workflow features necessary to increase employee accountability and ensure tasks are completed after their stage of delegation. Without a CRM and DMS integration, anytime a document is saved after it’s completed, opportunities for misfiling of customer documents are numerous, and this misfiling can often lead to negative, revenue-draining outcomes: For instance, needless file-re-creation, and time spent searching for the ‘lost’ document.


1. DMS Simplifies CRM and Marketing Automation

CRM’s role in marketing automation is critical enough that one could argue it introduced the power of sales and marketing to the enterprise at the time of its advent in the 1980s (albeit the CRMs at this time were comparatively simple—entailing digital rolodexes and simple database marketing tools). Furthermore, CRM and marketing automation are simplified by DMS, because, although CRM helps organizations streamline the sales process, marketing automation is simplified by the information organizations harvest via both CRM and DMS—DMS’s value being its interoperability with CRM solutions. Essentially, neither CRM nor DMS alone can function as a panacea-like, stand-alone solution. However, together they can save revenue and, above all else, the customers who generate it.

By | 2017-06-29T10:13:58+00:00 May 3rd, 2016|
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