The Customer Relationship Management system is a vital part of every organization today. It enables businesses to use the data they collect every day to understand their target audience better, anticipate their needs, and build profitable relationships through effective customer interactions.
However, to get the most out of a CRM system, it’s essential to have a deep understanding of the CRM dashboard, especially the various types available, and how to customize them to fit your business needs.
In this blog, we’ll delve into the different types of CRM dashboards, how CRM dashboards benefit you, how CRM dashboards can be customized to boost your benefits, and a few CRM dashboard examples.
So, without further ado, let’s start with the types of CRM system dashboards.
Types of CRM Dashboards
CRM dashboards can be customized to meet the specific needs of your business, and there are a variety of types to choose from. Whether you need to track sales performance, analyze marketing efforts, monitor customer satisfaction, or get a high-level overview of your business, there is a CRM dashboard that can help. Some examples of CRM dashboards include:
1. Sales dashboard
A CRM sales dashboard is a tool that helps sales teams track and analyze key metrics related to their sales performance. This type of dashboard typically includes metrics such as lead generation, conversion rates, revenue, and sales targets.
It can also include data on sales pipeline stages, sales activities, and customer data. By tracking these metrics, sales teams can identify trends, identify areas for improvement, and make more informed decisions about how to optimize their sales efforts.
2. Marketing dashboard
A marketing CRM dashboard is a tool that helps marketing teams track and analyze key metrics related to their marketing efforts. This type of dashboard typically includes metrics such as website traffic, social media engagement, email marketing performance, and marketing campaign performance.
It can also include data on marketing channels, customer demographics, and customer behavior. By tracking these metrics, marketing teams can identify trends, measure the effectiveness of their marketing campaigns, and make more informed decisions about how to optimize their marketing efforts.
3. Customer management dashboard
A customer service dashboard is a tool that helps customer service teams track and analyze key metrics related to customer satisfaction and support requests. This type of CRM customer dashboard typically includes metrics such as response times, resolution rates, and customer satisfaction scores.
Moreover, a customer management dashboard also includes data on customer interactions, support requests, and customer feedback. By tracking these metrics, customer service teams can identify trends, identify areas for improvement, and make more informed decisions about how to optimize their customer service efforts.
4. Executive dashboard
An executive dashboard is a tool that provides a high-level overview of the performance of the business as a whole. It typically includes key metrics from multiple departments and functional areas, such as sales, marketing, finance, and operations.
Source: Bismart
Executive CRM dashboard is often considered as the best CRM dashboard as it helps top executives make informed decisions about the overall direction of the business, identify trends, and identify areas for improvement.
5. Custom dashboard
A custom dashboard is a dashboard that is tailored to the specific needs and requirements of a business or team. It can include any combination of metrics and data points that are relevant to the business and can be customized to meet the needs of different users.
A custom CRM dashboard can be created using a variety of tools and technologies and can be designed to meet the specific needs and goals of the business.
6. Web and Mobile Dashboards
More and more businesses are adopting CRM with mobile capabilities to get critical information on the go. Mobile CRM apps should be more precise, short, crisp, and effective. Think about what data is the most important for you (e.g., open leads, an overview of campaign performance, and opportunities by stage).
However, when it comes to web CRM system dashboards, they can be more detailed, analytical, and comprehensive. Apart from the data in the mobile CRM dashboard, you can add details like leads by source, age of open cases by representatives, and average contract value.
7. Department-specific dashboard
Source: Boldbi
Each department within your organization would need to see data that’s most relevant to them. For example,
- The sales team wants to see total inquiries, follow-up details, leads at different stages of the sales funnel, product-wise users, etc.
- Marketing teams would be more interested in the number of leads generated, source-wise leads, the conversion optimization, return on investment, etc.
- The support team would want to check the number of tickets received, total pending tickets, average tickets per month, etc.
Therefore, it is essential to create department-wise dashboards so everyone in your company can get the most out of the CRM.
By choosing the best CRM dashboard for your business, you can gain valuable insights, track key metrics, and make more informed decisions that can help you achieve your business objectives.
Benefits of CRM Dashboards
A CRM system dashboard is quite useful for making better decisions about your business. It shows real-time data and insights that can help you figure out what needs improvement, streamline your work processes, and make more informed decisions about the direction of your business.
CRM dashboards can also make your business more efficient by finding bottlenecks and inefficiencies in your work processes and helping you fix them.
Source: Umich
Similarly, a CRM customer management dashboard can also help you get to know your customers better and identify ways to improve customer experience. This leads to increased customer satisfaction and loyalty.
Besides, it can also help teams work together more effectively by providing a central location for data and insights. This improves communication and coordination among team members, resulting in better teamwork and increased productivity.
Finally, a CRM dashboard can help you find opportunities to increase revenue, such as by finding new sales leads or optimizing your marketing efforts. This can help your business grow and achieve its goals.
Key KPIs to Include in a CRM Dashboard
Key performance indicators (KPIs) are metrics that are used to measure the performance and success of a business. In a CRM software dashboard, it is important to include relevant KPIs that can help you track the performance of your business and identify areas for improvement.
Some examples of KPIs that you may want to consider including in your CRM dashboard are:
- Sales KPIs: Sales KPIs can help you track the performance of your sales team and identify areas for improvement. Examples of sales KPIs include revenue, conversion rate, lead generation, and sales targets.
- Customer satisfaction: Customer satisfaction KPIs can help you track the level of satisfaction among your customers and identify areas for improvement. Examples of customer satisfaction KPIs include customer satisfaction scores, response times, and resolution rates.
- Marketing KPIs: Marketing KPIs can help you track the effectiveness of your marketing efforts and identify areas for improvement. Examples of marketing KPIs include website traffic, social media engagement, email marketing performance, and marketing campaign performance.
- Financial KPIs: Financial KPIs can help you track the financial performance of your business and identify areas for improvement. Examples of financial KPIs include revenue, profit margin, and return on investment (ROI).
- Operations KPIs: Operations KPIs can help you track the efficiency and effectiveness of your business operations and identify areas for improvement. Examples of operations KPIs include efficiency metrics, production capacity, and error rates.
It is important to carefully consider which KPIs are relevant to your business and will help you track the performance and success of your business.
How To Customize A CRM Dashboard? Step-by-step Guide
There are several steps that you can follow to customize a CRM dashboard:
Step 1: Define your goals and objectives – Before you start customizing your CRM dashboard, it is important to define your goals and objectives. This will help you determine which metrics and data points are most relevant to your business and will help you track the performance and success of your organization.
Step 2: Select the right platform – There are many different CRM platforms available, each with its own set of features and capabilities. It is important to select a platform that meets the needs of your business and offers the customization options that you need.
Step 3: Choose the right metrics – Once you have defined your goals and objectives, you can select the metrics and data points that you want to include in your CRM dashboard. Be sure to choose metrics that are relevant to your business and will help you track the performance and success of your organization.
Step 4: Customize the layout – After you have selected the metrics and data points that you want to include in your CRM dashboard, you can customize the layout to suit your needs. This may include arranging the metrics in a logical order, adding visual elements like charts and graphs, and organizing the data in an easy way to understand.
Step 5: Set up alerts and notifications – Many CRM platforms offer the ability to set up alerts and notifications that can help you stay on top of key metrics and get real-time information. You can customize these alerts and notifications to suit your needs, such as by setting up alerts for when key metrics reach a certain threshold or when there are changes in your business data.
Step 6: Test and refine – Once you have customized your CRM dashboard, it is important to test it and make any necessary adjustments. This may include testing different layouts and configurations, adding or removing metrics and data points, and refining the overall design to suit your needs.
By following these steps, you can customize a CRM dashboard as per your requirements.
CRM Dashboard Examples
Your CRM dashboard should be different for each department so everyone can see the data that’s most valuable to them.
1. For Sales Team
The sales team will like to stay updated with their activity and how it affects the organization. CRM sales dashboard for the sales team can includes details like:
- Average contract value
- Average sales cycle length
- Average lead response rate
- Sales activity by type (call, preparation, email, lead research, etc.)
- Follow-up contact rate
- Top 5 deals (including sales representative name and sales cycle length)
Here is another example of a sales CRM dashboard. It includes details like:
- Accounts by type (customer, prospect, supplier, and suspect)
- Sales target achievement
- New leads by month
- Opportunities won by close month
- Sales funnel
- Opportunity and forecast summary
- Accounts by location
- Sales pie chart – source by quarter
- Sales closed this month
- To-do list
The first example was for managers who want a holistic view of how their sales representatives are performing. However, the second one was more from an individual point of view.
2. For Marketing Team
Marketing teams will want to stay updated about their ad campaigns and how they contribute to the company’s growth.
Here is a CRM dashboard for marketing teams. It includes:
- Google Ads revenue (spend, cost per acquisition, and conversions)
- Facebook Ads (spend, cost per acquisition, and conversions)
- LinkedIn Ads (spend, cost per acquisition, and conversions)
- Bing Ads (spend, cost per acquisition, and conversions)
- Conversions by channel (paid search, paid social, display, organic, etc.)
- Cost per acquisition vs. spend
Here is another example of a CRM dashboard for marketing teams. It includes:
- Marketing database (contacts)
- Cost of marketing campaigns
- Leads by program
- Sales ready leads in the last 18 months
- Marketing contacts by location
- Time for leads to reach State
- Landing page interactions by location
The first example focuses more on paid ads, while the second one provides a holistic view of the marketing efforts.
3. For Customer Support Team
As mentioned above, the customer service team would be more interested in getting a holistic view of their performance. Here is an example of a CRM dashboard for support teams. It includes details like:
- Total number of tickets (Unresolved, overdue, due today, and open)
- Average response time
- Average first response time
- Resolution with SLA (Service Level Agreement)
- Categories of unresolved tickets (customer support, loyalty programs, billing, etc.)
- Customer satisfaction
Here is another example of a CRM dashboard for support teams. It includes:
- Ticket statistics in real-time
- New tickets vs. closed tickets
- Source of tickets (web, email, chat, forums, etc.)
- Average tickets reply time
- Happiness ratings
Remember, the most value-driven CRM dashboards include a cohesive mix of visual KPIs that matter the most to your business.
Bonus: Tips to Get the Most Out of CRM Dashboards
There are different signs you need in CRM software. However, there are certain best practices that every company must follow while creating a CRM dashboard. Let’s look at them.
1. Align Your Goals and Objectives
What are the key details about your business that you would always want to stay updated with? What KPIs meet your long-term goals?
Depending on your goals and objectives, you would be better able to choose the KPIs for your CRM dashboard.
For example:
If you want to know how effective your team is in lead generation, you could use KPIs like lead generation (by month, quarter, and year), cost per acquisition, leads by campaigns, and lead sources.
However, if you want a better understanding of your customers, you can use KPIs like customers by location, source, and cost per acquisition (by channel).
2. Make Sure It Is Easy To Analyze
The primary reason to use a CRM dashboard is that it provides necessary information quickly. Adding too much information would make it clustered and difficult to analyze vital data.
Therefore, ensure your visuals and KPIs are arranged logically. Also, ensure that the dashboard is scannable and makes it as easy as possible for users to extract information at a glance.
3. Test, Optimize, and Evolve
Creating the perfect CRM dashboard takes time and patience. Plus, it requires you to test different versions to understand what’s best for you. Take time to explore and analyze different CRM dashboard samples and stick to the one that proves effective.
Remember, we live in an age where tools, technology, and people are constantly changing. Therefore, it is essential to optimize your CRM software dashboard regularly.
The Bottom Line:
CRM dashboards help businesses track and analyze key metrics to make informed decisions and optimize operations. There are various types of dashboards available, including sales, marketing, customer service, and executive. These dashboards can be customized for a business’s specific needs and goals and help track metrics such as sales performance, marketing efforts, customer satisfaction, and financial performance. Using a CRM dashboard enables businesses to gain valuable insights and identify areas for improvement.
Frequently Asked Questions
CRM dashboards are tools that provide valuable insights into various business KPIs and metrics such as sales, marketing, and customer service. With the help of a CRM dashboard, management or employees can gain an understanding of the outcomes and take appropriate action.
CRM dashboards can be classified into five categories: CRM sales dashboards, CRM marketing dashboards, CRM executive dashboards, and CRM customer management dashboards. Depending on their activities and goals, different teams use different dashboards.
The metrics included in the CRM dashboard are determined by the team. For example, if you are in a sales team, your metrics should be related to sales. Similarly, the executive team's CRM dashboard should include all major metrics across all operations.
Paras Kela is a web developer turned content writer who holds writing expertise in multiple niches. The strong cocktail of his English-medium schooling, passion for writing, and vast industry experience help him create information-rich, SEO-friendly, engaging content. In his spare time, he enjoys binge-watching drama series & documentaries, gardening and spending time with loved ones.
