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  • Writer's pictureSaurabh Pangarkar

Unlocking the Power of Workflow Automation in CRM: Tips and Best Practices

Customer Relationship Management (CRM) systems are a very important tool in the hands of businesses across the scale in today’s extremely competitive market conditions. Not only do these substantially help improve and enhance the sales as well customer service processes of businesses but also bring about a dramatic improvement in the kind of experiences that their customers or clients have.

The act of consolidating customer data by placing it in a centralized platform, helps CRM systems to generate extremely valuable insights that make it possible to make informed decisions. This helps companies to achieve stupendous growth.

Workflow Automation in CRM Systems

The evolution of technology has made it possible for businesses to deploy CRM to streamline and speed up their business processes on account of workflow automation. The automation of routine tasks and processes can help businesses greatly enhance their efficiency and efficacy when it comes to managing customer relationships. Doing that brings about a greater degree of customer satisfaction leading to an increase in loyalty, which in turn brings about an increase in revenue and profitability.

Tips and Best Practices for Unlocking the Power of Workflow Automation in CRM

Workflow automation can revolutionize the impact of CRM to help businesses grow in unprecedented ways. Let us look at some tips and best practices that can help unlock the power of Workflow Automation in CRM.

1. A Clear Idea about the Goals

It is important to have a clear idea about what one wants to achieve with workflow automation. From reducing the amount of time taken to close deals or providing qualitatively better customer service to freeing up one’s teams to focus on more strategic tasks, it is a good idea to have a clear handle on the goals behind automating specific tasks and processes. Once you get that part right, you have already ensured that your office automation will have a beneficial impact on the CRM system used by your business.

2. Having a Clear Path for Your Workflows

Once you have a good idea of the goals of your workflow automation exercise and the tasks and processes you want to automate, you need to devote time to chart your workflows. That will enable you to zero in on the precise steps needed in each workflow and how these should be linked to one another.

3. Selecting the Right CRM

Not all CRM software is equally good or effective. The choice of a CRM system should be dictated by its ability to provide the workflow automation features that you need. You could look for things like the ability to create custom workflows and automate tasks as per diverse criteria like time triggers, customer actions or changes to CRM data. It should also possess the ability to track workflow progress and receive notifications on the completion of tasks.

4. Implementing the Workflows in Stages

There is not much sense in trying to automate everything from the word go. A business would do well by automating a few important tasks and processes to start with to see how things go. Once they get a hang of how workflow automation functions, they can gradually automate other CRM workflows.

5. Testing and Monitoring Workflows

After implementing your workflows, ensure that you have tested them in a thorough manner to ensure that these function along expected lines. Apart from that you should make sure to monitor your workflows on a consistent basis to make sure that these continue to serve the purpose for which they were set up. Your CRM must provide a sandbox to test your workflows before making them available to a larger audience.

6. Performing a Data Audit

With growth and evolution of your business the operating conditions might change, requiring you to perform data audits to make sure that your CRM database remains accurate. This would help you to determine the quality of the data in question and zero in on any problem areas. You can, for example, make sure that the records pertaining to your organization are up to date, so that there is no miscommunication with the people who need to access it.

7. Data Consistency

Ensuring that there are clear and well-designed data entry guidelines for one’s CRM users will go a long way in ensuring that it functions successfully. It is important that data entry not have multiple formats if one is to avoid confusion about what the users are up to. There should, therefore, be proper guidelines that encompass data formats and rules for inputting data into diverse fields.

8. Social Media Integration

Social Media is a valuable source of critical information about customer preferences and feedback and integrating this kind of data in a CRM system can help a business create accurate customer profiles. This will be of immense help to businesses looking to customize their marketing efforts and provide better customer service.


Workflow automation in CRM is a game changer that can help turbo-charge a business’s prospects, if done the right way. Following the tips provided in this article can help your business steal a march over its competition and grow your business to unprecedented heights.

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