A CRM application can change the way you do business. With a CRM (short for “Customer Relationship Management”) there’s no secret formula. It simply manages most of your critical customer information so that you can see it all in one place. Without leaving the app, you can do things like view contact info, follow up via email or social media, manage tasks, and track your performance.

The right CRM can help you close more deals, boost sales, and improve forecast accuracy. In fact, a study by Nucleus Research found that the average CRM return on investment (ROI) is $5.60 for every dollar spent.

Here are several best practices to remember when working to maximize your ROI, from CRM Search’s Karen D. Schwartz:

1. Choose a Cloud-Based CRM Solution

All major CRM vendors offer cloud versions of their apps. Choosing this software as a service (SaaS) model means companies no longer have to deal with things like servers, software issues, and new version upgrades, which on-premise CRM apps demand.

2. Add Applications that Provide Value

Take advantage of the new business and social applications that are out there, and integrate them with your CRM system. These include marketing automation and accounting software, plus key social tools, which allow your company to follow people, information, and groups on social networks, and capture real-time data. 

3. Allow for Mobile Integration

Make everything accessible on mobile devices for your salespeople on-the-go, so they can work on the road — things like reading correspondence, managing contacts, and reviewing accounts. The integration should also ideally work with back-office systems, social networks, and web conferencing.