But what exactly are these technologies, and how do they work together?

Jump To:

1. What is a CRM?
2. Who Uses a CRM?
3. How Can RPA improve CRM?
4. Global Brands Using RPA and CRM
5. Are CRMs Only for Global Businesses?
6. Sector-Specific Examples of RPA & CRM

What is a CRM?

Customer relationship management, or CRM, refers to the tools, strategies and processes that a business uses to manage interactions with its customers.

This includes capturing customer data to better understand their preferences and behaviours, as well as streamlining customer-facing processes such as sales, marketing and customer service.

CRM systems are typically designed to help businesses improve customer engagement and drive growth by providing a comprehensive view of the customer journey.

Who Uses a CRM?

CRM systems are used by a variety of businesses across different industries, including retail, finance, healthcare and more.

They are especially valuable for businesses that have high volumes of customer interactions or complex sales cycles.

For example, a large e-commerce platform may use a CRM to consolidate customer data from various channels (e.g. website, social media, chatbots) to optimise their marketing campaigns and provide personalised recommendations to customers.

How Can RPA improve CRM?

Robotic process automation, or RPA, is a technology that automates routine, repetitive tasks, such as data entry or form filling.

By applying RPA to CRM processes, businesses can reduce the time and effort required to manage customer data and transactions. This not only frees up time for customer-facing employees to focus on more strategic tasks but also reduces the risk of errors and improves data accuracy.

Examples of Existing Global Brands Using RPA and CRM Together

Many global brands have already embraced RPA as a way to enhance their CRM capabilities.

Coca-Cola

For instance, Coca-Cola implemented RPA to automate its order processing, resulting in faster turnaround times and increased accuracy.

Vodafone

Similarly, Vodafone has used RPA for purchase orders.

Before the switch, Vodafone were completing 73% of POs accurately on the first attempt.

However, after implementing RPA in the process, that figure rose to 85% within six months.

Deutsche Bank

Deutsche Bank, a leading financial institution, leveraged RPA to automate their regular compliance checks, significantly reducing processing time and increasing accuracy.

Walmart

In retail, Walmart used RPA for its invoice processing, reducing discrepancies and ensuring timely payments.

Expedia

In the travel industry, Expedia has harnessed the power of RPA and CRM to unify employee journeys and streamline its customer service operations.

With the application of RPA, routine tasks such as booking confirmations and cancellations are handled swiftly and accurately, enhancing the customer experience.

Orange

In the telecommunications sector, Orange, a leading telecom company, implemented RPA in their CRM to automate the process of validating contracts and activating services for new customers.

This has not only reduced manual work and errors but also improved the speed of service activation, leading to increased customer satisfaction.

Toyota

In the manufacturing industry, Toyota has paired RPA with their CRM to handle high volume, low complexity tasks, such as managing parts inventory and tracking shipments. This has allowed Toyota to deliver products faster and more accurately, fostering greater customer satisfaction and loyalty.

These examples highlight the versatile applications of RPA in different sectors, reinforcing its potential to drive significant improvements in CRM performance.

Are CRMs Only for Global Businesses?

Not at all. While the use of CRM systems is prevalent among global businesses, they are by no means exclusive to them.

In fact, small businesses can greatly benefit from implementing a CRM system. CRM tools can help small businesses manage customer data, track leads and analyse customer behaviour, all of which are crucial for growth.

Many CRM systems are scalable, meaning they can grow alongside your business, making them a smart investment for businesses of any size.

From a local bakery maintaining a loyal customer base to a start-up tech company aiming to expand, the strategic use of CRM can catalyse business growth and customer satisfaction across the board.

Sector-Specific Examples of RPA and CRM Working in Tandem

RPA can also be applied to specific industries to improve CRM outcomes.

For example, the healthcare industry can benefit from RPA in areas such as appointment scheduling and claims processing.

In finance, RPA can automate processes such as account opening and loan processing. By automating these tasks, businesses can improve efficiency and accuracy, leading to better customer satisfaction and retention.

In the logistics sector, RPA integrated with CRM can streamline inventory management and order tracking.

For instance, a logistics company can use RPA to automate the updating of stock quantities in real time, reducing discrepancies and ensuring accurate information is relayed to customers. This enhances customer experience by providing reliable and timely information about their orders.

In the hospitality industry, RPA can assist with tasks such as room booking and customer feedback collection. When integrated with a CRM system, this allows for a more personalised service to each guest.

For example, remembering a guest’s room preferences for future bookings or addressing specific concerns raised in feedback can improve guest satisfaction and loyalty.

In the education sector, universities and colleges can use RPA to automate processes like student registration and course enrolment, significantly reducing administrative workload.

When combined with a CRM system, educational institutions can track a student’s journey more comprehensively, ensuring the right support and resources are provided at each stage.

In the manufacturing industry, RPA can assist with tasks such as production scheduling and quality control.

By integrating these automated processes with a CRM system, companies can better manage customer expectations about product availability and quality, leading to enhanced customer satisfaction.

RPA can be a game-changer for businesses looking to improve their CRM capabilities. By automating routine tasks, businesses can free up time for more strategic work, reduce errors and improve the overall customer experience.

As more industries adopt RPA, we can expect to see even greater benefits in terms of operational efficiency, cost savings and customer satisfaction.

If you want to know more, or get started with implementing RPA with CRM, contact us today. Our RPA experts would be more than happy to discuss all of the options available.

You can also use the “Book a Demo” button and we’ll get back to you.

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