Many companies invest in a CRM system but end up using only its basic functions, such as contact management and deal tracking. While these are essential, modern CRM platforms offer many powerful capabilities that are often underutilised. By not taking advantage of these features, you’re missing out on opportunities to simplify your work processes and improve customer relationships.
Make your emails work smarter
Are you writing the same emails over and over? Most CRM users know they can track emails with their contacts, but many aren’t taking full advantage of their CRM’s email capabilities. Think about how much time your team spends writing similar emails, searching through old conversations, or trying to figure out if anyone has followed up with a client.
Modern CRM systems can change the way you handle email communication. Email templates help your team send consistent, professional messages without having to start from scratch. Automated follow-up reminders ensure no conversation falls through the cracks. And with email history in one place, everyone on your team can quickly and better understand the context of a customer relationship.
Let your CRM do the work
Automation is a game-changer, but many users still update their deals manually, create follow-up tasks, or send welcome emails to new contacts. Your CRM can handle these repetitive tasks automatically, leaving you more time for more valuable activities.
For example, when a deal moves to a new stage, your CRM can automatically:
- create relevant tasks,
- send notification emails to team members,
- update related records,
- trigger welcome emails for new contacts.
Get real insights from your data
Leading platforms like HubSpot and Zoho have made reporting more intuitive than ever. CRM’s reporting capabilities can do much more than basic sales reports.
Depending on your platform, you’ll be able to identify:
- which types of customers make larger purchases,
- How long your sales cycle typically takes,
- Which communication methods are most effective.
The best part? These insights typically don’t require complex data analysis skills. Many CRMs offer pre-built dashboards that visualise your data in meaningful ways.
Take your CRM on the go
Your CRM isn’t just for checking contact details when you’re away from your desk – it can be a powerful tool for managing customer relationships while on the move.
Modern mobile CRM apps let you update deals right after a customer meeting, schedule follow-ups while commuting, or access important documents during client visits. Depending on your CRM platform, you might be able to record voice notes or scan business cards directly into your system. This means no more returning to the office with a pile of notes to enter or trying to remember important details from earlier conversations.
Meeting scheduling: end the email back-and-forth
Think about how much time you spend exchanging emails just to find a suitable meeting time with clients. Many modern CRM platforms like HubSpot and Salesforce have made this process effortless with built-in meeting scheduling tools.
Instead of the usual email back-and-forth, you can typically:
- share your available time slots with clients,
- sync with your existing calendar,
- automatically add meetings to both parties’ calendars,
- set up reminders and follow-up tasks.
Most CRM platforms can integrate with popular calendar applications like Google Calendar and Outlook. This integration ensures your availability is always up to date across all your tools.
Get started
Your CRM is much more than just a database of contacts and deals. Whether you’re just getting started with a CRM or want to make better use of your current system, these features can make your work easier and more effective.
As we explored in our article on choosing the right CRM system, different platforms offer various capabilities and features. The key is finding what works best for your specific needs and then actually using it. Remember – the time you invest in learning these features will pay off in improved efficiency and stronger customer relationships.