Welcome to CRM Audit™. Read anything in the business press today, and Customer Relationship Marketing or CRM is getting a raw deal. Databases are exactly what drive your relationship.

If undertaken correctly, CRM is a valuable asset to your business and its performance. Unfortunately, the industry has been plagued with disingenuous sales people and companies who can and will only sell a ‘one-size fits all’ package, benefiting them, but leaving a bad taste in the mouths of companies and their sponsors.

Get up close and personal

CRM allows you to understand your customers. What really makes them tick? What do they think of you? How do they want to be treated? If you have a small group of customers, you may get away with a paper log of preferences and a good memory, but if you have ambitions for your company, you want to expand your customer base, employ more support staff – all of whom need the same insight!

Departmental Engagement

Sales

  • Lead management: capture, qualification, and assignment.
  • Opportunity and pipeline management.
  • Forecasting accuracy and reporting needs.
  • Mobility (field sales access, mobile devices).
  • Integration with quoting, proposal, and contract systems.
  • Alignment with sales KPIs.

Marketing

  • Lead generation and nurturing (forms, campaigns, tracking).
  • Segmentation and campaign targeting.
  • Marketing automation (email campaigns, social media integration, workflows).
  • Analytics and attribution modelling.
  • Content management and personalisation capabilities.
  • Integration with web platforms, digital ads, and SEO/SEM tools.

Customer Care / Support

  • Case management and ticketing.
  • Omnichannel support (phone, email, chat, social, self-service portals).
  • Service-level agreement (SLA) tracking.
  • Knowledge base and customer self-service tools.
  • Feedback capture (surveys, NPS, CSAT).
  • Escalation procedures and workflow automation.

Finance

  • CRM-to-ERP or accounting system integration (invoicing, credit, billing).
  • Customer payment histories and outstanding balances.
  • Revenue recognition and reporting.
  • Contract and subscription management.
  • Financial forecasting linked to pipeline data.
  • Compliance (audit trails, regulatory reporting).

Quality Management

  • Customer complaint tracking and resolution logs.
  • Integration of quality data with customer records.
  • Regulatory compliance records (ISO, FDA, sector-specific standards).
  • Monitoring of service/product quality issues.
  • Corrective and preventive action (CAPA) workflows.

Manufacturing (if applicable)

  • Integration with production planning and ERP.
  • Customer demand forecasting and order tracking.
  • Feedback loops from CRM to product development and manufacturing quality teams.
  • Visibility into inventory and fulfilment status for sales and service.
  • Custom order configuration or product lifecycle management links.

CRM Audit™ for Your Business

We have developed a CRM Audit™ that will identify what you are doing well, what you are doing badly, and how you can best utilise your systems (whether you have a full-blown CRM system or not) to maximise your profits. Call us today to get a CRM Audit™.

Glossary: Campaign Targeting, Case Management & Ticketing, Corrective & Preventive Actions (CAPA), Customer Demand Forecasting, Customer Insights, Customer Relationship Management (CRM), Customer Satisfaction (CSAT), Customer Segmentation, Database-driven Marketing, Enterprise Resource Planning (ERP), ERP Integration, Financial Forecasting, Lead Management, Marketing Automation, MarTech, Net Promoter Score (NPS), Omnichannel Support, Opportunity & Pipeline Management, Profit Maximisation, Quality Management, Regulatory Compliance, Sales Forecasting.

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