Category: Insights

Companies have access to various customer related information and data that were unimaginable a few years ago.   

The high-quality and usable information requires extraction abilities in a marketing environment of fragmented communications media with trailblazing technologies like e-commerce, web-based supply chains, and mobile messaging.   

Due to advancement, companies are relied on software because it helps them convert information into actionable intelligence and lets them communicate this intelligence to customers at the right time.   

Customer management software is an essential component of analytical and operational CRM (Customer Relationship Management) implementations.  

Yet, how companies are using CRM software to support their customer management processes and activities and how they satisfy them with results and experiences depends on the software implementation related to improved business performance.   

Maintaining good relationships with customers is necessary for the overall company’s growth. Thus, if you have invested a lot of money in CRM-based software, it’s time to think about its performance.   

Must-Know Tips to Improve the CRM App’s Performance   

 
Select the Right Performance Testing Tool   

Performance testing tools play a significant role in improving the CRM application’s performance, so the first step is to choose the appropriate performance testing tool to initiate the CRM app testing.   

Usually, companies use some advanced levels of tools for CRM testing, such as Selenium, Cucumber, LoadStorm, CloudHarmony, and Blazemeter. With such tools, it becomes easy to check the sensitive data and information of businesses without compromising with quality.   

Apart from that, many automated and paid tools are available online to check the performance of CRM applications.   

For instance, StresStimulus is a paid tool that one can use to examine the performance of websites or web applications and any kind of CRM applications.   

This tool is designed for recording different web application scenarios, and it allows to replay those scenarios with load patterns produced through Virtual Users during performance monitoring.   

The purpose of automated CRM performance testing tools is to provide the utmost ease for managing the entire life cycle.   

The different phases for the performance testing life cycle are as follows:  

• Non-functional Requirements Elicitation and Analysis.   
• Performance Test Strategy.   
• Performance Test Design.   
• Performance Test Execution.   
• Performance Test Result Analysis.   
• Benchmarks and Recommendations.   

With the CRM performance monitoring tool, one can easily record the end-user activity and use the data as scripts that are further used to create performance testing scenarios or sessions that define a combination of typical end-users’ activities.   

Moreover, these end users’ activities are actual performance tests that can be executed at any time or until any app’s performance testing needs are not correctly met.   

With the best CRM performance testing tool, you can ensure that the application responds quickly in terms of speed. It can handle the maximum user load in terms of scalability, and it works with stability with varying loads.  

Choose the Well-Trained Workforce   

 
The stringent testing is requisite for the CRM app’s performance testing with pre-built test cases, testing procedures, and automated test frameworks as it helps your business improve customer loyalty, insights, and customer satisfaction.   

Therefore, always choose the well-trained workforce for CRM performance testing as the qualified experts can help satisfy your business needs.  

They focus on eliminating performance bottlenecks that influence the accuracy, speed, stability, and overall quality of the CRM software.   

With an experienced workforce, you can enhance the app’s performance and experience ROI-generated customers and profits.   

Check Functional Stability   

 
Before taking the step for CRM performance measurement, it is crucial to ensure that the application is working as expected and functionally stable.   

All the bugs or defects should be identified and removed in the functional testing of the CRM application.   

The CRM performance testing role is to analyze the software behavior under continuous and peak load conditions.   

For example, if the application is developing for 100 users, then chances are high there will be more users in the future who will interact with you in your CRM platform.   

To make this application for multiple users, it is a must option to check the load time, response time, along with getting the app ready for the maximum number of users.   

Understand the Major Types of Performance Monitoring/Testing  

 
In SDLC (Software Development Life Cycle), there are six major types of performance testing for any application.  

Likewise, Stress Testing, Spike Testing, Load Testing, Endurance, Volume & Scalability Testing. Based on your application’s requirements, you can consider different types of CRM performance measurement steps.   

However, load testing is vital for the CRM application because it confirms that it will give a higher number of user’s satisfaction and fulfill the required needs of the web design and optimization process.   

Running load tests during any system customization or upgrade is suggested to validate stability, performance, and end-user experience.   

Also Read: Best Practices and Checklist For CRM Testing

Create a Timeline   

 
In the competitive era, providing quality-made, error-free, and faster software is the basic step that we keep in mind while improving the CRM app’s performance.   

However, the most important task is to set or create a timeline to deliver the project on time. If you already have a dedicated test environment for CRM performance monitoring, you can start this activity in quick minutes.   

On the other hand, if you don’t have any test environment, you may have to build the environment first, and it can consume you a lot of time and money.   

You must have sufficient time and resources to inject the load, identify and prepare use cases, test creation, and final execution.   

Don’t forget to check the CRM app’s performance against different servers, databases, networks, and devices.   

Furthermore, if you are integrating your CRM software with other applications or adding some new themes, you still have to check its performance and get ready your document at each step without showing ambiguity in the scripting process.   

Other than that, CRM performance monitoring should be done through the identification of all input data requirements with expected responses.   

Determine the different user types and check the performance of the application accordingly. You need to decide whether the use cases are at an active stage or a passive stage.  

To obtain the benefits as Devs or Architects, you need to validate design goals, establish scalability patterns and validate the capacity requirements.   

Besides, you need to optimize both hardware and software configurations for increased throughput.   

You even need to measure the metrics of your CRM, such as customer churn, product usage, closure rates, retention percentage, and recurring revenue.   

After improving the app’s performance of your CRM, you can analyze how many loyal customers you have obtained for your brand.   

CRM software is an integrated suite of cloud applications such as sales cloud, marketing cloud, and service cloud to gather and store all customers’ data.   

It provides a centralized solution for sales teams to manage customer interactions and prioritize activities that helps in boosting the customer’s experience.   

It is the most needed tool nowadays to spend valuable time with customers and bring loyalty to them. The more time customers will spend on your CRM, the better sales and the faster growth you can experience in your business.   

Conclusion   

There is no magic trick to enhance the CRM app’s performance. For this, you need to check the tips that we have given above. With the right performance testing tools, experience, best testing metrics, checklist of non-functional requirements, you can ensure that your CRM software is responsive, stable, reliable, speedy, scalability, and can work under a particular workload. 

Every business strives to reach a wider audience with its digital presence; in trying to do this, both mobile apps and websites come as irreplaceable solutions for most enterprises. Though they have their respective value propositions, both have significant mutual differences as well.

While websites represent a basic solution addressing a larger audience’s needs, mobile apps are more specific solutions to user problems. Though most businesses gradually extend their digital presence to a mobile app starting from an enterprise website, many companies avoid building a website instead of building a mobile app as their critical digital facet. Other enterprises prefer building Progressive Web App (PWA) to incorporate both the attributes of a website and mobile app.

 In recent years, in remote corners of the world, having a mobile app presence and a web presence has become essential to address the increasing mobile audience. When it comes to app development Ireland startups across all niches are increasingly preferring native apps to share their digital footprint. The same can be found across other countries as well.

 Now the question is whether you should choose mobile apps or websites for your digital presence. Well, here we are going to explain the critical considerations for choosing between these two.

Budget consideration

The first and foremost consideration will be the budget for shaping your digital presence, whether through a website or a mobile app. Depending on your budget, you have a few credible choices like the ones mentioned below.

●     Mobile web: Mobile website representing a highly mobile optimised look and feel and offering a web experience tuned to the mobile browsers is the least expensive solution, but you need to compromise on the user experience and mobile-specific user interface.

●     Progressive Web Apps (PWA): These are websites coming with an array of native app experience attributes such as offline access, Home Screen access with a native button, faster loading time, etc. PWAs are cheaper solutions irrespective of bringing together the benefits of both web and mobile apps.

●     Hybrid apps: Hybrid apps allowing app presence across multiple platforms can enable a business to shape their mobile app presence at a relatively lesser cost just because hybrid development allows using the single codebase across multiple OS platforms.

●     Cross-platform apps with native user experience: Now, modern app projects can also utilise modern app development frameworks like Flutter or React Native to build robust cross-platform apps that, in spite of reusing the core codebase, can also allow incorporating platform-specific UI attributes. This is less expensive than the hybrid approach while ensuring several benefits of native apps.

●     Native app development: Finally, there is a native app development approach to help build a mobile app for specific OS platforms by utilising the platform-specific SDK, language and tools. This is great as far as offering native user experience is considered, but it is more expensive as an option.

 Performance, speed and accessibility

A website entirely depends on the internet and cannot deliver the performance and loading speed of a native app that stores several data layers locally within the device. On the other hand, the PWAs, through local caching technology, are capable of accumulating a lot of data locally in the device to help offline access when internet connectivity is slow or not available.

Another consideration is the installation time and storage space required by a native app. A website, in this respect, doesn’t have the constraint of storage and installation. In this respect, both PWAs and cloud-based apps have an edge as both also perform as websites depending on the remote servers for storage while allowing ease of access through local caching.  

Which of them is more user optimised?

Now coming to the usability elements and user experience, mobile apps certainly have the edge over mobile websites. Unlike websites, mobile apps come with a more interactive and intuitive user interface targeting specific user expectations. An app is also a highly-targeted solution to one or a few particular problems the users face and hence are more user-specific than the websites in general. 

Today’s mobile apps offering customisation with the user interface, better access to the device and platform features, and better scope to use intuitive user experience attributes provide a lot more than the websites to satisfy the users’ needs. The integrated device features and the platform-specific user experience attributes are the most significant advantages of the native mobile apps.

Marketing and business conversion

Now coming to the roles mobile apps and websites play for marketing and business conversion, there are significant differences. When it comes to marketing and ensuring wider customer reach by utilising the potential of the major search engines, websites optimised for mobile users are clear winners in this battle.

Apart from driving SEO campaigns and targeting users more specifically using search engine specific keywords, mobile web ensures wider accessibility as users don’t need to download and install it. On the other hand, Mobile apps can only take advantage of the mobile App Store or Play Store optimisation to reach more audiences. SEO has an edge in terms of business conversion and outreach over App Store Optimisation (ASO).

Conclusion 

To conclude, we must say that having a mobile optimised business website is the first step to shape your digital presence, followed by extending the presence across mobile apps. When you have a popular website and have already used your website for branding and business conversion, you can further strengthen your digital presence with a native or cross-platform mobile app. You can also build a versatile Progressive Web App (PWA) to bring together both the benefits of web and mobile apps for your business brand. 

In the past few decades, small entrepreneurs never got a chance to compete in the market. From budget limitations to the lack of resources – big businesses always had a monopoly. After all, the only way to grab audiences’ attention was by spending heaps of money on television commercials and billboards. Unsurprisingly, this wasn’t possible for small businesses, but things are changing in the 21st century – all thanks to technological advancements.

The emergence of digital media and smartphones is changing how people engage, interact, and shop. Social media forums are letting brands build business profiles, while search engines open doors to a whole new online advertisement world. Earlier, online marketing was a different way to promote products, but now it has become inevitable for businesses.

Digital marketing lays a foundation on which entrepreneurs build their presence. It establishes their position in communities and niches, creating brand awareness amongst audiences without costing a fortune. In short, it is an opportunity for small businesses to become a part of the industry and win their market share by breaking monopolies.

However, now digital marketing is beyond running ads or having a website. It is more about leveraging tech-savvy tools and analytics to conduct market research and gain an edge over competitors. And your failure to acknowledge its significance can drive you out of the competition. Let us look at the importance of digital marketing and why your small business needs it to grow and thrive.

1. BUILDS BRAND RECOGNITION

These days, it is quite impossible to attract customers by sending out pamphlets and business cards. Since people have a strong presence on online platforms, they expect the same from every small brick and mortar business. Therefore, focus on building brand recognition by exhibiting your presence across multiple marketing channels. Are you clueless about it? Have a look at this marketing guide and learn the ropes.

Firstly, create business profiles on the search engine, social media, and other digital tools. Use the power of content marketing to spread your brand message across. Consistent branding across multiple networks reflects a positive brand image. Remember, customers have a plethora of options in the online world. If they didn’t find your brand, it would take them two minutes to find a substitute and switch. Hence, utilize social media – Facebook, Instagram, etc. to build brand recognition amongst audiences. A great idea is to hire a professional video production company like Signature Video Group and make videos that will promote your brand or your get you noticed by potential customers.

2. TARGETS RIGHT AUDIENCES

When it comes to running a billboard campaign, brands have some target audience in mind. Unfortunately, you don’t have any control over whether that target audience would see the advertisement or not. Amongst the million benefits of digital marketing, targeting the right audience is likely to be the best one. It lets you break clusters into small and focused groups while allowing you to engage with them.

You can run a survey, start a conversation under the comment section, and offer customers solutions. For running advertisements, select demographics – age, gender, location, religion, and interests to connect with potential customers. If you have a women’s apparel brand, the target audience will be mostly women aging 18 to 45 years or above active online shoppers. It helps you reach out to people who have a keen interest in your product offerings, boosting sales and profits.

3. EASY TO SCALE & ADAPT

Every marketing campaign requires initial investment to get the traffic flowing, but surprisingly, this is not how digital marketing works. It doesn’t cost a dime to create a business profile on any social forum, nor you have to spend any money on forming community groups. Only social campaigns, advertisements, and sponsored posts cost you a few bucks. You can choose a daily budget, which can be as low as $1, and schedule the ad.

Similarly, if you see the ad doing well instead of renegotiating the deal, you can keep the ad running by increasing your budget. All these marketing campaigns provide instant results. From the number of people who clicked on your ad to possible conversions – you can analyze data and make informed decisions. The significance of digital marketing to small business becomes more prominent when you recognize how simple it is to grow business online.

4. LEARN FROM COMPETITION

Believe it or not, audiences turn to brands that offer discounts, initiate trends, and provide reliable customer service. Therefore, if you want to win an edge, adopt a different perspective towards your competitors. Instead of seeing them as someone you want to beat, look up to them as a learning opportunity. Are they using content marketing? What is their mode of communication with clients?

With the help of digital marketing, you can find answers to all these questions. Feel free to surf through their website, blogs, and social media pages to track their performance. It will make you apprehend how actively they respond to changing tastes while fostering interactions with customers. Remember, the aim is not to copy your competitors but to learn from their mistakes.

5. PROVIDES REAL-TIME CUSTOMER SERVICE

With utmost reliance on the digital world, customers need support at every step of their buying journey. Alongside providing contact details or email address, use savvy tools to provide real-time customer service. You can hire customer support representatives to assist your social media followers. They would collect responses, answer queries, and take feedback from customers. After all, customer satisfaction is a critical point in establishing an outright market presence.

Moreover, you can also leverage artificial intelligence (AI) or machine learning to streamline customer support. It uses human intelligence to provide human-like responses for answering customer queries. It means bots will be catering to queries and helping people make purchase decisions. Although you can integrate AI with social profiles, consider adding live chat options on your website. It will help visitors find products while instantly getting answers to their questions, boosting sales.

6. ENGAGES CUSTOMERS

Unlike conventional practices, digital marketing offers two-way communication. Brands get to promote, and customers respond with comments and feedback. As a result, the online audience has a lot of power in their hands. In addition to promotions, small businesses have to focus on building relationships with clients. If you are wondering how? Have a look below.

i. Initiate conversations on social platforms. You can start a Q&A session through live video to learn more about your potential customers.

ii. If you are bringing a new product, use online polls to get an idea about what customers want.

iii. Run surveys to get honest feedback and reviews of your customers.

Iv. Create online quizzes to learn more about visitors.

Unsurprisingly, customers appreciate the attention and prompt replies. They are more willing to trust a business when they get honest answers to their questions. Thus, interact and engage with them on a personal level to establish brand loyalty.

7. OFFERS A PERSONALIZED EXPERIENCE

Earlier marketing was more about trial and error. Marketers were devising campaigns by following their gut and instinct, but everything has a reason in this digital era. Customers are feeding businesses information round the clock by signing up for newsletters and filling questionnaires. As a result, they await brands to treat them as individuals. Fortunately, digital marketing lets businesses segment markets and offers a personalized experience to customers.

In addition to generating leads, you can use this as your unique selling proposition. If you use email marketing, personalize emails by adding the first name of every customer. Likewise, recognize customers on individual levels – understand their preference, check their purchase history, and customize ads for them. For instance, if a visitor has abandoned his cart, send an ‘email’ with a special discount offer, or remind them of their cart. You can also send an online SMS, as mobile marketing is an extremely effective channel.

8. EXPANDS CUSTOMER OUTREACH

Every business wishes to expand globally, but would that be possible with a store in one corner of the city. Your offerings and services should be for the people of that region and the people around the world. It can put your business on a global forum where people from all around the world can shop from your brand. After all, Google, Facebook, Twitter, Amazon are all international forums accessible by everyone.

If expansion is on your bucket list, devise a digital globalization strategy. Before stepping overseas, concentrate on local expansion by making your products and services available nationwide. Similarly, use social media to set demographics of another country and start promoting. Join hands with a reputable logistics company and cherish your versatile customer base.

9. ENJOY HIGHER ROI

Digital marketing offers a higher return on investment (ROI) than any other type of marketing. It is an ideal opportunity for small businesses to make the most out of a limited marketing budget. Let us unwind the returns of every campaign one by one.

i. Email marketing offers the peak ROI since it works like a conversion machine. Build an email list with quality subscribers and deliver high-quality content.

ii. Content marketing generates three times more leads than television commercials or any other traditional marketing campaign. Alongside website traffic, it brings buyers to your website.

iii. Social media establishes brand image and turns leads into potential customers.

While operating a small business, you have to ensure budget-friendliness. Learn how to stretch every dollar as you grow your brand because each cent counts. Understand the costs and see whether it would provide you with a sufficient ROI.

FINAL THOUGHTS

As a small business holder, you would have multiple questions regarding the benefits of digital marketing. From increasing customer outreach, developing brand image, improving customer service to saving money – digital marketing provides a pathway to success. Hence, look for smaller ways to jump into it. Create a social media account, list your business on Google, develop a web page, and see its impact on your business. With all these overwhelming benefits, what is stopping you from marketing your business online?

AUTHOR BIO:

Danish Mehmood is a senior SEO strategist at a web development and digital marketing agency based in Orlando, FL. He is passionate about digital marketing and loves to analyze the SEO industry in his spare time and stay in touch with the latest happenings. Connect with him at @InboundDM on Twitter and on LinkedIn. 

An increasing number of people are venturing into the business world. The idea of owning a small business is gaining acceptance. E-companies are replacing brick and mortar firms, and many people are taking benefits of technology and turning their ideas into reality. People running small businesses have their limitations as they do not have the liberty to spend a lot of money, and they need to be vigilant about their expenses. Moreover, businesses do not start churning out profit overnight, and entrepreneurs have to put in earnest efforts and long working hours before seeing fruitful results.

Marketing is a crucial element of running a company, and in this fierce competition of the business world, small companies have to fight tooth and nail to make a name for themselves. Today, people have excess options, and small businesses have to indulge in extensive marketing to make their presence known. Small companies cannot dedicate a large sum of money to marketing, as they have a limited budget. Marketing technology, commonly referred to as Martech, applies to all initiatives, channels, and tools that harness technology to achieve marketing objectives. Small businesses can use Martech and change the game for themselves.

The following are some of the benefits of marketing technology for small businesses:

1. Higher Conversion Rates

Irrespective of your niche, every small business’s motive is to generate more sales and earn more revenue. Conversion rate tells you about the percentage of visitors that visited your website and took the desired action. Digital marketing enables a small business to achieve higher conversion rates in less duration. Marketing technology helps generate leads and get higher sales through a proper sales funnel.

Small business owners can be innovative with their strategies and try different digital marketing methods to boost conversion rates. Blogging is an effective way of luring customers into purchasing on your website. Unique and informative content on blogs can hike up conversion rates and make a small business successful. Companies can use online tools to view blogging stats, determine keywords and sites ranking high on SERPs, and develop content accordingly.

• Increased Brand Visibility

Small businesses often struggle in establishing a strong brand identity as other big fish often dominate the space. Digital marketing can help to increase small businesses’ visibility online and enhance their reach. Making people aware that your brand exists is the first step that exposes them to your products and services. The effective use of Martech succeeds in igniting interest in the audience to check out your products. Increased brand visibility can put a small company parallel to big fish in the market by exposing them to the same target audience. Or even more, if you’re offering additional value.

• Better Customer Experience

Strong customer bonds are the key to success, and Martech has helped companies give their customers enriching experiences. Martech has introduced multiple channels that enable companies to reach their customers and gain insights into their experiences. Customers can use channels like email, social media, or company websites to contact brands for their queries, and brands can use this as an opportunity to strengthen their bonds with them.

Good customer service turns customers into a marketing tool, as they recommend your brand in their social circle leading to widespread word-of-mouth marketing. And we all know that WoM and positive referrals are excellent!

• Enhanced Business Relationships

Businesses can run on their own, but in the modern world, survival without taking other businesses’ support means an extra load of work. Today, entrepreneurs can have a computer and a robust Internet connection, and they can search for like-minded people for their companies. Martech supports small businesses in establishing strong business relationships, and they can also take advantage of technological tools to enhance existing bonds.

Supposedly, as a retailer, you can search for companies that provide coupon codes and collaborate with them. This way, you can give discounts to your customers. The win-win strategy has always benefitted businesses, and Martech provides business owners with multiple opportunities to devise a win-win plan.

• Automated Marketing

One of the best advantages of applying marketing technology to a small business is automation. Small companies can now take a backseat and let technology handle their marketing. This includes collecting data and running highly targeted ad campaigns.

• Easy Access

We live in a technologically advanced world. People prefer staying in their homes and browsing options without stepping out. Online shoppers make up a considerable percentage of today’s customer base, and through Martech, small businesses give them easy access to products online. Advanced technology makes small companies more accessible and helps them attract more people.  

• Accurate Measurements

Business owners have to face difficulties in taking precise measurements of their marketing efforts, which primarily affects their budgets and marketing strategies. Marketing technology has enabled small business owners to integrate software and other tools, giving them accurate measurements of their marketing KPIs and strategy. Key matrices and other tools are significant in measuring effectiveness, and in the light of these measurements, small business owners can devise their different techniques. Besides, it helps business owners to stay aware of the outcomes of their marketing endeavors precisely.

Conclusion

Technology has become essential for small businesses to survive in today’s cut-throat competition. Marketing technology is robust, and small business owners can use advanced technical tools and channels to put their companies ahead of their competitors.