You can add CRMs to the ever-growing list of things changed by the pandemic. In many cases, CRMs were changed for the better by the effects of remote work.
When a large part of the working world went remote, smart companies embraced these powerful tools that allowed teams flexible work arrangements. Teams needed access to sensitive customer data and information, collaboration and communications at any time, as well as insights into customer interaction – all of which were made possible by a CRM.
Many franchises acted quickly to ensure their CRMs were updated, and franchises that had not yet adopted a CRM saw their inherent value and began building one.
What is a CRM?
CRMs – or customer relationship management systems – refer to platforms or software that businesses use to manage interactions with customers or leads. Some people may associate them with software used in email marketing. However, franchise marketing teams know that a robust CRM is capable of much, much more.
CRMs also can be used to send SMS text messages, track customer data and preferences. On the franchise development side, CRMs can help you track and score leads, as well as nurture prospective franchisees. CRMs can have a profound effect on your bottom line.
And as we learned over the past four to five years, they also make it possible to keep up with the changing attitudes of customers.
Customer-First Engagement
Just as more workers went remote, it seemed like customers became more demanding.
In the remote work environment, clients expect their suppliers and colleagues to schedule meetings faster – and often, to accommodate whatever time zone they may be in. Customers expect a faster delivery of orders and quicker responses to emails or social media posts. They also expect more personalized communications, delivered how and when they want them, because they have grown accustomed to managing their preferences with the click of a mouse.
And how do companies keep track of all those preferences, time zones, email addresses and more? Through their CRMs, of course.
How Franchises Use CRMs
Franchisors and franchisees both use CRMs to leverage data-driven insights to drive decisions about how best to communicate with their customers. These insights ensure consistent customer experiences for multi-location businesses and help brands develop more effective marketing workflows.
There are both benefits and drawbacks to franchises’ increased dependence on CRMs. One enormous benefit is that the brands have become more sophisticated in how they use their systems. Already, brands are using CRMs and the integration of artificial intelligence (AI) to take advantage of enhanced decision-making and the greater security of first-party data. Customers expect the brands they do business with to protect their privacy, and the companies themselves are legally obligated to do so.
A drawback is that not all CRMs may be up to the task in the future. Some franchises have built custom CRM systems designed for their specific industries and unique needs. And although they may work perfectly to meet the brands’ current needs, not all of them were built to scale. And so, as those franchises grow, they will most likely need a new, more robust CRM.
The pandemic and rise of a remote workforce brought the power of CRMs to the forefront. As companies continue to allow employees to spend less time in the office even as customers become more demanding, robust CRMs will be an invaluable tool for marketers to deliver effective, customer-first workflows.
