How CRM Analytics Enhances Business Efficiency With Automation

Posted by Errin O'Connor on Mar, 01, 2021 02:03

Before speaking about a CRM system and CRM analytics platform, it is necessary to understand what you intend to track. Take your time and analyze the type of intelligence you require for your business. For example, keywords audience use to search your product/services or who visits your website when and with what intention. Appropriate knowledge of your necessities and objectives helps you customized a strategy suiting your business.

The strategy to generate valuable data that your organization might use to maximize efficiency, increase profit and enhance ROI.

Many CRM analytics systems are available in the market. You can use any of them to generate precious customer data from various consumer touchpoints.  However, many of these tools are complicated, critical to implement and fail to deliver as per expectations.

There could be n number of reasons why a business needs or utilizes a CRM, like gather valuable insights, business intelligence, or marketing analytics. Everything necessary to make insightful and actionable business decision. Let us look at what CRM is, what it does, how it works, and what benefits it extends to businesses.

Understanding CRM Analytics and Its Benefits for Organizations 

CRM stands for Customer Relationship Management. It is an online analytic processing platform that helps in managing customer data. Businesses use it to support sales management, customer relationship management, customer behavior, sales forecasting, and many such purposes.

Definition of CRM Analytics

A CRM is a tool, platform, software, or system helping businesses in aggregating, organizing, and analyzing customer information data for better customer relationship management. It empowers businesses to stay in touch with their customers at every touchpoint, streamline processes, achieve growth, and increase profitability.

Apart from sales funnel, customer behavior, sales trends, customer analytics, sales management, and contact management, a comprehensive CRM analytics system manages customer relationships across every customer lifecycle touchpoint. It covers marketing analytics, sales, digital interactions, and much more.

Who Should Use CRM Analytics?

Any organization that intends to maintain and manage relationships with their customer must use a CRM system. Specifically, two business niches benefit the most by using a CRM,

  1. B2B Companies: for tracking leads and customers across the consumer life cycle and through upgrade paths.
  2. B2C Companies: for tracking customers, studying customer behavior, customer acquisition, sales performance analysis, sales analytics sales trends, etc.

Advantages of Using a CRM Analytics

No business exists without its customer base. The way how an organization handles its customers and customer data speak volumes about its success.  Relationships are by far the most resourceful factor in achieving customer trust and growing a business. Undoubtedly, customer relationships act as a bridge between your offerings and their needs.

A CRM system benefits a business in many ways. Use it to centralize, optimize and streamline communications with customers. However, some significant benefits organizations can achieve using CRM are,

  1. Better knowledge of customers: A CRM analytics system helps businesses in understanding who their customers are, their contacts, their relationships with the company, customer insights, and their needs.
  2. Effective data segmentation: It helps businesses in giving a face to every customer. It tracks which customer is interested in what offerings. It also segregates leads into different categories like hot lead, war lead, cold lead, information, marketing, sales qualified leads, etc.
  3. Enhanced customer retention: A CRM system helps businesses in keeping customers happy by sustaining their interest. It streamlines marketing efforts by empowering organizations to personalize messages like sending email campaigns, giving free trial offers, conducting post-purchase, and NPS surveys – all at the right time.
  4. Foreseeing customer needs: It helps salespeople sell more and sell faster. From providing outstanding customer service to understanding customer pain points, a CRM system help businesses track customer behavior, understand sales trends, and valuable insights on previous customer interactions.
  5. Increasing communication speed: Replying to your customers in a timely and efficient manner is pure professionalism. A CRM system offers a set of ready-to-use email templates, letters, documentation, proposals, quotes, invitations, newsletters, and everything that speeds up the customer communication.

Protecting valuable data: The data privacy and governance requirements and compliance has become critical nowadays. A CRM system builds trust to handle customer data securely and with respect, ensuring proper compliance with all data protection laws and regulations.

What are the Benefits of a CRM

Working of CRM Analytics Tools 

The most significant duty of CRM analytics software is to track customers and company interactions occurring at versatile touchpoints that include,

  • Contact forms
  • Subscription forms
  • Emails
  • Phone calls
  • Social media
  • Comments 

The analytics functionality in the CRM software takes care of or improves the efficiency of particular processes.

It automates repetitive tasks performed by the marketing department, sets reminders for events, and draws user attention to more pressing issues or important tasks needing immediate action. It also helps in generating and tracking leads.

By offering marketing automation, it provides a set of tools to the marketing and the sales teams to manage sales funnels, marketing functionalities, lead segregation, management of opportunities, sales forecasting, deal closures, and much more.

Here is how a CRM analytics platform works,

  • Lead management: It tracks leads, allows marketing teams to enter the newer ones, track, analyze, and segregates them.
  • Marketing automation: Certain CRM platforms like Salesforce and HubSpot automates some tedious and repetitive marketing tasks. For example, scheduling and automating emails, social media publishing, etc.
  • Sales automation: It tracks customer interactions and automates specific business functions in the sales cycle/sales funnel. Overall, it automates tasks required to follow leads, attract, and acquire new customers.
  • Workflow automation: Organizations can automate and optimize specific business processes so that routine workflows will no longer consume more time. Furthermore, increasing employee productivity.
  • Analytics: It offers helpful and actionable insights using predictive analytics, related to the customer life cycle, leads, marketing, and sales opportunities. It takes care of customer relationships and helps in creating personalized campaigns.
  • Customer experience: It offers typical insights necessary to provide a personalized and consistent customer experience across different marketing channels. It helps in boosting awareness and increasing the conversion rate.

What Metrics to Measure (Presales and Post Sales Engagement) 

A comprehensive CRM software offers a wide breadth of measurable analytics. Below are two crucial metrics that every business should measure

Pre-sales Engagement

A substantial part of building customer relationships starts before they make a purchase. A customer has an intention to learn more about a product or service before making a purchase. Therefore, a customer interacts with a website or with a brand several times before making a purchase. That is why it is necessary to measure the pre-sales engagement.

  • New leads: Sales team takes immense effort to convince and convert a lead. Tracking these activities helps to understand what works and what not or optimizing the approach for increased conversions.
  • Prospects: Even before you identify a lead, the sales team keys out the potential prospect. Tracking the sales team’s efforts in contacting and building a relationship with the prospects gives valuable insights for optimizing a strategic approach.
  • Interactions: Sending email or calling is different than reaching out to someone. Tracking calls or emails leading to conversions, frequency of such interactions, and how much time they take helps in personalizing interactions for better conversions.
  • Engagement: Tracking customer engagement at different online touchpoints such as website, social media, forms, phone calls, etc., you get a whole new batch of potential leads to target.

Post-sales Engagement

After a lead becomes a customer, there is no guarantee that this relationship will continue as it is. There are opportunities to engage with a customer even after the sale happened. For a better customer experience, it is necessary to track post-sales engagement.

  • Customer service: Track the problems or issues customer face with your product or service. Rectifying issues promptly and ensuring customers come across as few problems as possible motivates them to buy from you again and again.
  • Cross-selling and up-selling: By tracking post-sales customer engagement, you get opportunities to cross-sell and up-sell. These are mutually beneficial opportunities you get after traversing their needs and pain points.
  • Churn rate: Track the rate at which a specific customer stops doing business with you. Tracking post-sales data help segregate customers into different categories. For example, most and least likely to do business again or customers interested to buy again.
  • Retention rate: Track the rate at which you retain customers and start earning their loyalty. By tracking and studying churn rate and retention rate, you could get a fair idea of turning churned customers into retained ones by developing positive relationships.

Project management: By tracking the overall customer activity as a project, you get to know all the milestone activities so that the sales team forbids the project status and timeline from slipping away.

Advantages of CRM Analytics for Marketing, Sales and Customer Service 

As organizations track leads in their sales funnel, they understand customer pain points, requirements, and needs. Knowing potential prospects allow businesses to tailor their marketing campaign and improve the quality of services.

Today’s internet leads to look for something that resonates with their unique expectations and objectives. Companies with helpful services always have the edge over the others, resulting in traffic, constant sales, and client conversion.

Apart from a better marketing campaign and sales, you can also use CRM to improve customer service. Before, it took time to reply to the customer queries and other concerns. A quality analytics tool can make a big difference. It offers responsive email templates, newsletters, and invitations to build rapport with clients, improve communication, and increase customer retention.

How CRM Analytics Improves Lead Quality

In every organization, sales and marketing departments go hand-in-hand as they are interdependent. The sales team depends on the marketing team to attract new leads and manage existing customer relationships using high-quality content. Similarly, a marketing team needs insights and intelligence from the sales team. It helps in personalizing their campaigns, emails, messaging, and targeting for connecting with wider audiences.

Do you know “Companies excelling at lead nurturing generate 50 percent more sales-ready leads at a 33 percent lower cost?” (Marketo).

A CRM analytics platform empowers organizations to align the strategies of both sales and marketing teams, with a motive to boost their performance in generating quality leads, nurturing, and converting them would increase significantly.

Connect Microsoft Power BI to Your CRM Data for Advanced Analytics 

With the variety of CRM analytics, Microsoft Power BI is one of the sought-after tool’s businesses have invested in through the years.

Power BI Logo

What makes it different from the competition is that it provides advanced analytics with thorough customer activity reports and intuitive dashboards.

Microsoft Power BI also features visualization and data integration capabilities available at a competitive and reasonable rate. So, what are you waiting for? Whether you want to level up your analytics, boost customer acquisition, improve customer segments or create sales performance analysis, Microsoft Power BI Consulting partners will be your best bet. Connect it to your CRM data today!

Customizable Reports for Your Sales Data Using Microsoft Power BI 

Irrelevant to fair rate and fantastic data integration capabilities, organizations from all niches and size loves the customizable reports of Microsoft Power BI.

Every business is different. So, Power BI enables companies to tailor their reports according to their needs and requirements.

There are ways of creating custom Power BI reports. But the simplest way is to edit an existing report. Moreover, you can choose from a vast collection of filters. Here is how you can start:

  • Go to the “Report” tab in your Power BI dashboard.
  • Click the “Edit Report” button situated at the top left of BI dashboard.
  • Select the fields you want to appear in your report.
  • Select the checkbox.

That’s it! From now on you will get customized sales data report in Microsoft Power BI  

Challenges of CRM Analytics

It provides many possibilities. It leads to better insights about customers, excellent customer segments, customer retention, and fast communication.

But integrating CRM analytics into business operations and transactions is fairly difficult. Here are the top challenges most businesses encounter or suffer:

  • Data Errors – Whether business data sources are from the company itself or third parties, they contain errors, preventing a smooth data pipeline.
  • Poor Reports – When left unnoticed, data errors can lead to poor Business Intelligence reports, affecting the team’s quality of results and credibility.
  • Tedious Process – Some companies have automated a portion of data integration and quality assurance. Others need to perform never-ending processes regularly. It is time-consuming and may contribute to employee turnover without immediate action.


Are you tired of low web traffic, stagnant client conversion, and limited sales? It is time to integrate CRM analytics into your business operation today. Yes, the implementation will not be easy. But you can entrust this project to an experienced professional. It is worth it!

About the Author

Errin O'Connor

With over 25 years of experience in Information Technology and Management Consulting, Errin O’Connor has led hundreds of large-scale enterprise implementations from Business Intelligence, Power BI, Office 365, SharePoint, Exchange, IT Security, Azure and Hybrid Cloud efforts for over 165 Fortune 500 companies.

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