The benefits of geolocation for your CRM
Geolocation means locating a player on a map. Multisupport (computers, tablets, smartphones), this map is now a must for CRM (Customer Relationship Management) software. Read all our CRM reviews.
Geolocation for operational support
For all mobile professions, geolocation is of prime importance.
Optimized routes
The aim is to make the most of your sales force's travels. If you visit a customer 200 km away, who else will you see? Your database is longer than your arm... You don't have in mind all the prospects, customers or potential partners in the region. And you don't necessarily know that the average village is right next door to the big city you're going to. That's why you need a geolocation function: you enter your destination, and the software suggests the various contacts nearby or on the way.
A single entry for coordinates
The software helps you establish the most appropriate itinerary, and simplifies its preparation. There's no need to manually draw up a route map, enter contact details or "Mappy" your route: Oryanoo does it all for you. It connects directly to a Web Map Services (WMS) editor such as Google Maps, or to your own WMS. It exports and returns both the itinerary and useful information: contact details, contact sheets, etc.
The benefits?
- Clearly time-saving: data is only entered once, and can be used again and again.
- Reduced margins of error: during data entry, geolocation validates the address. In the event of a typing error or approximation, you'll realize it right away... rather than at the last moment, when you're looking for directions with your GPS.
Greater organizational flexibility
Geolocation allows you to bounce back with greater flexibility. Let's say an appointment takes less time than planned. The sales rep hadn't scheduled another visit, but in mobility, he can locate nearby contacts to improvise a meeting. Some CRM software packages, such as Oryanoo, include calendar sharing. A useful gateway for optimizing your own actions and adapting them to those of your colleagues. For example, in the event of a last-minute appointment, sales staff can ensure that their team has the information they need to avoid any duplication.
Better lead management
A high-performance CRM tool enables sales reps to cover their sector more effectively. Using queries, they segment the data according to their criteria. As a result, dots - or push pins - appear on the map in distinct colors: a color to identify prospects from current customers, or a symbol to represent the time elapsed since the last contact. This is a good way of adapting your actions to the phase your lead is in: maturing phase, thinking phase... Customer relationship management (CRM) is made easier, and sales are more likely to succeed.
Geolocation as an analytical tool
Geolocation for marketing: geomarketing
Geolocation is also invaluable to the marketing department. It makes it possible to target actions more effectively. For an event, to select your geographically close contacts, you enter a radius of X km around a point and obtain a list. You can then send your invitation only to people likely to be interested. This better-qualified segmentation means you don't need to send out unsolicited messages to your entire address book.
Geolocation: an interesting indicator to analyze
While geolocation is of obvious operational use, it also has a real role to play in terms of analysis. The geographic coordinates of your DB provide a concrete overview of your area of influence. This is known as the territory mesh. Represented in the form of datavisualizations, they shed light on your assessment of the situation. When you send out an e-mail, for example, cross-referencing the geographical coordinates of those who opened it can reveal areas where your impact is stronger.
Similarly, when organizing an event, knowing where your guests come from is a relevant indicator for assessing your geographical coverage rate. These are all clues you can use to guide your marketing actions: organize your next event in a particular area, adapt your message to the type of activity that is most prevalent in a particular territory, etc.
Whether you're a large company or a freelance sales representative, geolocation is an undeniable time and efficiency saver. Whether you're looking to optimize your sales approach or refine your analysis, combining CRM and cartography has become a must.
Article translated from French