Why Your Business Needs a CRM

Why Your Business Needs a CRM

From revealing sales opportunities to tracking every single customer interaction, implementing a Customer Relationship Management platform (CRM) positions your business for real growth.

Why is a CRM Important?

At its core, CRM enables your business to deepen relationships with your customers, service users, colleagues, partners, and suppliers. You can see everything in one place. There's a simple, customizable dashboard that can show you your customer’s previous history with you. You will also see the status of their orders, any outstanding customer service issues, and much more.

Think of CRM as a tool that creates a 360° view of your customers.

CRM also helps you find new customers, win their business, and keep them happy by organizing customer and prospect information in a way that helps you build stronger relationships with them and grow your business faster.

CRM is Not Just for Sales Teams

A CRM platform implementation helps the sales team to better understand their sales pipeline. Sales managers can access reliable information about the progress of individual team members. Sales reps can spend more time selling and less time inputting data. Less time, means they’re more productivity!

But other departments in your company will benefit from a CRM, too.

For instance, marketing teams use CRM to make forecasting simpler and more accurate. Sales gets a clear vision of every opportunity or lead through a mapping of the whole customer journey from inquiry through to sale, with a better understanding of the sales pipeline. Marketing can then use that information to create email, social media, and advertising campaigns targeting your company’s leads.

Another department that benefits from a CRM implementation is Customer Service. Those teams can effectively track conversations across multiple channels. Perhaps a customer might raise an issue in one channel – say, Facebook, LinkedIn or Twitter – then Customer Service teams can switch to email, phone or live chat to resolve the issue in private.

Remember, without a common platform for customer interactions, communications can be missed or lost in a sea of information. That leads to an unsatisfactory response to a valued customer.

Additionally - and you may never have thought of this - but your HR department can also benefit from a CRM platform. It enables the team to accelerate recruitment, track employee performance, speed the on-boarding process, analyze resourcing needs, identify skills gaps, and support the staff retention targets.

What Else Can a CRM Do?

A CRM platform can also connect to other business apps that help you to further develop customer relationships. A CRM solution can also integrate with your other business tools, such as an ERP, EHR/EMR, document signing, and accounting and billing. Now, information flows freely, giving you a true 360° view of your customer.

Lastly, today's new generation of CRM platforms goes one step further with built-in intelligence. This automates administrative tasks, like data entry and lead or service case routing, so your teams can free up time for more valuable activities.

These automatically generated insights will help you understand your customers better. They will also predict how customers will feel and act so that you can prepare the right outreach.

Ad Victoriam’s team of consultants can show you how a Salesforce CRM platform implementation can change and grow with your company’s processes. That helps with efficiencies and will have an enormous impact on your company’s bottom line. Let's talk today! Just fill out the form below, or click here.

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Customer Success Stories: Aligning a Tire Manufacturing Company with the Right Salesforce Sales Cloud Solution

Aligning Tire Manufacturer with Sales Cloud


A Tennessee tire manufacturing company provides tires and tire-based services (i.e. re-treads) for commercial trucking fleets across the private and public sector.

  • # of Employees: 51-200
  • Location: Murfreesboro, TN
  • Industry: Automotive
  • Go Live Date: 3/20/2017

Who says you can’t teach an old business new tricks? Continue reading to learn how we helped bring a Tennessee tire manufacturer set in their ways into the modern age with custom Salesforce Sales Cloud solutions and integration assistance.

The Story

The company used a historical system called Tire Power. Unfortunately, it lacked an efficient way to keep up with their core commercial sales team.

Upon hiring a new director of marketing who had prior experience with Salesforce Sales Cloud, they realized the force.com platform could provide the structure and visibility they needed to enhance their opportunity pipeline along with tracking and logging customer visits.

The Challenge

The notion of lead and marketing management was new to the sales team as they had very little prior CRM experience. User adoption was a challenge due to a lack of technology and a majority of the team was used to doing things a certain way.

Our Solution

We solved user adoption challenges by creating a very simple customization and user interface utilizing Salesforce Lightning. We configured page layouts for a streamlined efficient approach and created global actions for everyday actions to make their job easier.

In addition to efficiency, we also implemented a basic integration with their internal POS system that pulls over sales figures each month which, in turn, rolls up to their Salesforce operational reporting.

The Results

Sales reps are now able to log visits and opportunities directly from their phone using the Salesforce1 application. Operational reports were created so that management can see where their reps are spending their time and any bottlenecks in the sales process.

Have questions about Salesforce integration for your business? Contact our certified Salesforce consultants today to learn how we can help you leverage the cloud for your company.

Customer Success Stories: Lightning Service Cloud Console Solutions for International Sporting Goods Company

Salesforce Service Cloud


The company is a lifestyle brand based out of Japan that sells shoes, apparel, and equipment for sports such as running, golf, baseball, volleyball, golf, etc.

  • # of Employees: 201-500
  • Location: Norcross, GA
  • Industry: Sporting Goods
  • Go Live Date: 1/30/2017

Ad Victoriam Solutions recently teamed up with a lifestyle sporting goods brand to help create more efficient business processes and provide them the tools they needed (Lightning Service Cloud) at exactly the right time.

Continue reading the case study to learn which tools we employed to accomplish this goal.

The Story

An international retailer that sells sporting goods came to Ad Victoriam Solutions with a problem. After a purchase, they offer their customers a way to communicate any issues or returns to their Customer Service department.

They were using the Oracle application for ticket tracking. However, due to the application’s unmanageability, they were looking for a much-needed change.

The Challenge

Oracle was very clunky and didn’t give them the reporting features they desired. Oracle’s user interface was ugly and they needed a better and more efficient way to track customer issues.

We installed a brand new Salesforce Org and the Lightning Service Cloud console for their customer care team. Because they had Salesforce Professional edition, they could not use standard object person accounts.

Our Lightning Service Cloud Solution

AVS implemented Salesforce Service Cloud solutions to track returns or product issues submitted via their website form that integrates to customer cases.

Due to the standard functionality of an account being required, we engineered automation that would create a contact and account record at the same time; therefore saving the end user time by not having to create the account and only needing to create the contact record. This ensured they could continue their current B2C process utilizing the standard Salesforce application.

In addition, we also migrated their existing data from Oracle, integrated their existing live chat application with the Service Cloud console. We configured web to case to receive data from their existing website form and built operational reports for tracking. We also designed service cloud console Macros for their repetitive tasks to increase efficiency.

Solutions provided:

  • Lightning Service Cloud Console
  • Service Cloud Macros
  • Live Chat Integration
  • Operational Reports & Dashboards
  • Process Builder Automation
  • Data Migration

The Value/Results

The employee experience is greatly enhanced by AVS’ services, enabling the client to create more efficient processes such as faster queue routing and providing them the tools they need at exactly the right time.

They are now able to close cases quicker and provide more personalized customer care support. Along with this, management is able to track the KPI metrics of their support team and evaluate their success at reaching targets.

Yet again, our happy client discovered that AVS can tackle any technology challenge. Contact us to learn how our enterprise technology consultants can help your business leverage the full power of your business cloud solutions.

How to Visualize Sales Goals by Adding Targets to Salesforce Reports and Dashboards

sample Salesforce report: Ad Victoriam Solutions Salesforce blog

It is no secret that visualization plays a key factor in one’s path to achieving their goals.

Robert Collier, an inspirational writer and author of the bestseller The Secret of the Ages (1926), once said “Visualize this thing that you want, see it, feel it, believe in it. Make your mental blueprint and begin to build it.” In order to accomplish any goal that you have for yourself, you must know where it is you are trying to go in order to successfully get there.

Sales representatives, by nature, are some of the most goal-oriented users of Salesforce, since their primary role as an employee is to reach their respective quota. These quota amounts and types can be different for each individual based on their role within the company.


So how do you go about tracking and displaying all of these various values as targets in Salesforce?

There are a few ways you can apply these targets to each individual User Record in Salesforce depending on what these targets relate to, and the relationship between the Users that share the same specific target values:

Unique Targets:
No Established Relationship Between the Target Values and the Users They Are Applied To

To add unique targets to reports and dashboards in Salesforce you must first start by creating a custom field with the Currency, Number, or Percent type on the User object. It is best to use the “Number” field type if you plan on adding a target to a report where data is measured by record count. It is also helpful to specify the timeframe for this particular target within the field name of these new custom target fields (i.e. Field Label: # of Activities Completed (Monthly), or # of Activities Completed (Weekly)).

You can then populate these newly added target fields with values for each employee on their User Record page, or through the data loader. Once these fields are populated with their specific target values, you can then reference these targets by creating a formula field on the object which the target is intended to track against. So if a field is intended to track the # of Activities Completed for the month, you would create a Custom Activity Formula Field of Number type which references the value specified for this target from the related Owner (User Object) fields.

Once the field that captures the target (on User Object) and the field that references the target (Object you want to include target in reports for) have been completed, you are ready to add them to any report where applicable. In order to show these values on a chart or dashboard component, you must summarize the report by the record owner and also summarize the target field column with the MAX function. This will then allow you to plot these targets against the actual performance of the User by either using the “Combination Chart” function in the Vertical Bar Chart specific to the report, or the Vertical Bar Chart dashboard component.

Correlated Targets:
Targets Apply to Users Based on Role or Other Segmenting Fields

If this is the case, then we can actually use a custom formula field on the User Object and specify the target values using an IF or CASE function which matches the targets based on their respective Role or other segmenting field value within the User Object.

Aside from this difference in the construction of the target field(s) on the User Object, all other steps are the same as above in order to add your targets to reports and dashboards in Salesforce.

We hope these simple Salesforce tips help you visualize goals and achieve success. For more in-depth sales knowledge, read up on Salesforce Solutions for Businesses 101 and contact our Salesforce consultants today.

5 Steps to Creating a Killer Customer Survey

5 Steps to Creating a Killer Customer Survey

As a business manager in charge of making key decisions for your company, sending out customer surveys is one great sales strategy for gathering information about what your patrons want and need from your business, as well as find out how they liked the services or products they’ve already received from you. Surveys can also provide valuable insight into your customers’ experience(s) while on your website.

It is important to understand, though, that there is a right and wrong way to create a customer survey. A good survey gets you the answers you require without inconveniencing or confusing the customer; a bad survey results in skewed data and annoys your loyal patrons.

Need some tips to get started? These five suggestions can help you create a winning survey for your customers:

1. The order of questions does matter.

As you put together your survey, make sure the first question is how the customer rates their interaction with your business because this is your most important data point. Putting any question above this one risks letting them influence your customer’s answer to their overall experience.

2. Give your customers room to express themselves.

Rather than just providing multiple-choice answers, you should also allow your customers to write their own responses or details about their interaction somewhere in the survey (often at the end).

3. Be mindful of your word choice; it matters.

The words and phrases you choose for your survey can make a big difference. Avoid using vague words like “good” or “bad,” which don’t provide usable information. Rather, use descriptive language like “loved it” or “will not repurchase.”

4. Ensure your questions are clear and understandable.

In addition to being careful with the words you use, you should also ensure that the question(s) you’re asking clearly convey the information you wish to know. A confusing question will only frustrate people who are taking the survey.

5. Design a customer survey that provides you with meaningful data.

While your questions should be clear and simple to understand, you also need to make sure that they are necessary. Only include questions that will result in useful customer data. The shorter the survey, the more likely people will finish it.

Learning what your customers need and want from your business is one of the keys to success. These five suggestions are by no means an exhaustive list of ways to make a killer survey for your business; however, they’re definitely a good start!

Ad Victoriam can help make your business more successful by showing you how to analyze key business data to make more informed business decisions. Browse our blog and website to learn more about us and how we can help your company streamline your cloud-based technology and processes.