Customer relationship management (CRM) is a dedicated tool that – as the name says – revolves around customer relationships. From customer service representatives fielding calls about customer issues to your marketing team dedicating resources to listening to customers and analyzing social behavior, there are so many ways to learn about your customers’ needs and even more ways to communicate and connect with them. For example, with social media being more and more the “norm” for latest topics, news, and communication, there is certainly a way to benefit from this widely used platform with your company’s CRM system. A great read on Forbes explains that many companies haven’t sufficiently tied their customer relationship management tools to their social media efforts. Members of the Forbes Communications Council share some best practices to connect and integrate CRM resources and social media efforts below:

1. Use A Third-Party Social Media Manager
2. Include All Channels Relevant To The Customer Journey
3. Understand Your Customer’s Full Experience Journey
4.  Use A Marketing Stack That Analyzes And Automates A Personalized Customer Experience
5. Connect Automated Review Generation Software With Your Social Platforms
6. Integrate CRM And Social Tools With Customer Data Platforms
7. Drive Integration With A Congruent Approach Between Teams
8. Use Unique Landing Pages To Ensure Accurate Attribution
9. Find A Way To Track Your Interactions
10. Consider Implementing A Customer Care Software Suite
11. Look For Ecosystems Rather Than Platforms
12. Create A Single Customer View
13. Integrate Paid Social With CRM Programs

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Infor has had significant success and momentum for its cloud-based interoperability solutions. Leading organizations across the globe continue to choose Infor applications to improve healthcare outcomes and business operations. Some notable groups that have  partnered with the tech giant in recent months are Hermes Pardini Group, Penn Highlands Healthcare, and Sentara Healthcare. Per the press release, Infor focuses on delivering end-to-end functionality in the cloud, providing healthcare organizations with the tools to solve complex interoperability challenges securely and at scale, while using the latest standards (including HL7^® FHIR^® Fast Healthcare Interoperability Resources). In the past 12 months, Infor has made significant product updates in the Cloverleaf Cloud solution set, including feature and maintenance releases for Cloverleaf, Global Monitor, FHIR Bridge, and Cloverleaf Consolidator. This also includes the recent general availability of Infor Clinical Bridge multi-tenant (MT), the first Infor product to use AWS Lambda in the Serverless Framework, which provides the cloud logic layer for Infor’s Clinical Bridge application, which offers the ability to connect clinical and business systems with prebuilt adapters.  Further, Infor’s services are focused on interoperability between the electronic health record’s (EHR’s) clinical domain, such as Epic or Cerner, with Infor Healthcare’s business domain (Infor Financial and Supply Chain Management). Continuing the momentum in the third quarter of 2021, Infor plans to release its FHIR Server solution.

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Customer relationship management (CRM) is more than a support software for customer data, retention and other business processes. It is a stepping stone toward a business culture that is more conducive to success and harmony. This is what Tal Frankfurt, founder and CEO of Salesforce partner Cloud for Good and Forbes Technology Council Member, believes when you utilize your CRM at its fullest. Frankfurt believes whether your business is in the for-profit, nonprofit or higher education space, a quality CRM can help break down departmental silos, open up communication and create visibility through actionable data for your organization. A CRM system provides benefits both internally and externally for your organization.

Internal Value Of A CRM. Frankfurt splits the benefits of CRM between internal and external value. Internally, a quality CRM has the ability to bring teams together and offer greater access to data across the entire company. With mutual access, he points out, collaboration and quality communication proliferate throughout the organization, unifying staff in a singular pursuit for a greater customer experience.

External Value Of A CRM. Externally, CRMs generate significant value through digital transformation, such as the ability to create greater visibility into customers and their interactions with your company. The best example Frankfurt shares is this ability through a concept known as Customer 360, referring to the 360-degree view a CRM can grant through the consolidation of data, “The goal is to achieve a single, unified view of the customer so that you can more efficiently cater to their needs and create more meaningful and mutually beneficial experiences.”

Choosing Your CRM
The first step in deciding on the right CRM for your business is to know what you want out of it. Some questions to consider: how does your current technology operate across departments? What are the pain points? Which departments would most benefit from better overlap with disparate departments through technology? What aspects of your customers’ experience would benefit most from more internal overlap? Frankfurts notes to also involve your organization’s key stakeholders and thought leaders from all sections of your business to understand where the biggest opportunities for growth lie.

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