• Apophia

What Is CRM Automation?

Updated: Oct 27, 2021

CRM deals with all the activities hence improving performance and productivity, which is the engine for the growth of many companies. Implementing the use of CRM is one of the fastest ways through which you can grow your business rapidly.


CRM eases life and the way of doing business since it activates automation. CRM helps to put all your data into a single central system allowing easy access and reducing the amount of workload that comes with spreadsheets, keeping records and documents manually, which get worn out so fast.


To have greater sales performance and save a bit of your time for other sales-generating and marketing activities, you need to automate your activities. Your business performs better if you master the art of doing your thing; this involves changing your business methods, and one of them is automating your business activities. Automation helps teams get leads and prospects, nurturing them, converting them into paying customers and saving time. This is CRM Automation.


CRM automation refers to the process of computerizing sales and customer service teams/departments or functions to aid teams in tracking and manage their engagement efforts with their current and prospective clients. CRM automation software includes fresh sales, Zoho CRM, MonkeyPesa CRM, Salesforce, and Hubspot CRM.


CRM automation allows teams to automate some of the business activities that would otherwise be costly and time-consuming. These are usually day-to-day activities that must be executed like data entry, contact updates, calendar management, opportunity updates, lead management, communication details and many others. This gives time to focus more on strategic activities that are revenue and profit-generating.


CRM automation gives power to teams to formulate and compose informed decisions through advanced sales analytics, which aligns sales and marketing. The two activities are the heart of a business.


The more your business grows, the more customers you get, and your contact list widens. This, in turn, makes tracking and following up on your customers’ information hard and complicated due to information overload. If you want to avoid such circumstances, you have to introduce CRM software into your systems.


Recent research shows that companies with free sales representatives and mobile CRM software achieve 65% of their sales quotas. In comparison, companies where salespeople are not allowed to use mobile CRM software tools achieve about 22%.

Much as your business grows while having contact lists expand, the only answer to the hard work you are likely to face is CRM automation; it runs everything in the simplest way you would never assume. CRM automates sales, marketing and customer service tasks or activities.


Benefits of CRM Automation

  • Enables a high rate of customer retention; this is partially due to efficiency, effectiveness and timely delivery, which comes from implementing CRM software.

  • Increases customer satisfaction; this is attributed to quick responses and treating customers with respect.

  • This improves the conversion rate because more time and attention are allocated to leads with automated responses.

  • Improves lead qualification rates by allowing reps to gather more leads and more follow-up time.


How to use CRM to automate activities

Much as CRM automation is suited to aid customer service teams and sales representatives, it also does marketing activities, but the best to deal with marketing.


1. CRM computerizes all customer conversations and interactions

CRM automation logs phone calls, email interactions and messages automatically anytime you talk to them. This lets you have the latest information about what you shared with your clients the last time you had an engagement, especially while nurturing leads.

2. Automates customer service information

In case of an engagement with leads, your CRM software should be in a position to automatically log customer information for the sake of getting to greater visibility and settling service-related inquiries.

3. Automates data entry

Data entry is hectic for salespeople. It is estimated that about 17% of their time in the day entering yet this time would be used productively to do some other activities to generate more sales. Introducing CRM automation helps automate data through CRM systems helps save time, which can be allocated to other business activities.

CRM automation helps set up personalized emails and sequences; CRM automation helps create email sequences to engage with leads, eliminating manual content creation.


Setting up CRM automation

Setting up CRM automation could be a process just like any other activity would require you to do so and here are some of the things/ activities that you need to start automating;


1. New CRM contacts

CRM automation has automatic welcome campaigns, and this helps to construct relationships with new customers.

2. Reminder to follow-ups

CRM automation has automatic reminders, and these can help you schedule and secure time off your busy schedule to check on your leads and customers so that you can take some time and engage with them and find out what is going on.

3. Specifies and distributes contacts to respective email lists

A central contact database is good to have. CRM automation helps reduce this workload by setting up an automation that separates and distributes contacts to relevant databases according to past and recent purchases and product interests.


4. Activate new CRM entries from online form submissions and purchases

In case you get customers purchasing online or those filling in your website forms, your CRM should be in a position to automatically capture that data and add your customer information to your CRM database.


5. Have inbuilt integrations

Your CRM automation software should have inbuilt integrations like Gmail, Proposify, sales, msg, and intercom, where customers’ information can easily be tracked and added to your CRM software.


The basic and key functions you should consider while choosing CRM automation.


1. Contact management

This is a feature that helps to manage customers’ contact data. This feature normally has details regarding the customer's names, contacts, social profiles and company details.

2. lead management

This aids the sales representative and the sales department track and contain lead activities like lead scoring, lead workflow, lead tracking, lead pipeline management, lead identification, and other related activities.

3. Documentation management

This helps to keep documents where they can be readily available, for example, transactional documents, invoices, contracts, quotes and sales templates.

4. Integration

Integrations with different software and tools such as Gmail, project management tools and calendars help keep track of customer interactions with the company, setting reminders for important activities and meetings.

5. Reports and analytics

Reports and analytics enable teams to make decisions based on data from sales forecasting and sales performance.

Types of CRM automation tools


1. On-premise CRM automation software

This is installed within company premises and can be accessed from a defined network and permitted devices. On-premise CRM is commonly y used by banks, defense industries and ministries, healthcare industries and national government bodies.