A successful sales team uses all thetools at its disposal, including the latest features in its CRMtool, such as voice activation, predictive analytics, and more.(Photo: Shutterstock)

Customer relationship management platforms are already firmlyensconced within the sales technology and strategies of most small and midsizedbusinesses. Sales teams have been using their CRMs for basic,day-to-day-functions — such as managing customer information andtracking purchase history — for decades. In that time, CRMs havefaithfully served as a place to store data, log notes, and managecontacts.

But while sales reps have long been using the platform'score features, most aren't getting as much out of their CRMs asthey could be. Even more concerning, some businesses could be usingthe wrong CRM altogether.

Technology is helping CRM platforms become more sophisticated,and in order for businesses to remain competitive, they must keeppace with their new and emerging capabilities.

They can do so by utilizing the following features:

1. Work faster with voice activation.

Voice-activated technology is reshaping the consumer universe.Though it was once cast aside as a trendy novelty feature, voice isnow serving as an invaluable tool in the CRM space. The technologyacts as a virtual assistant that helps sales and customer serviceteams access important customer data with a simple voicecommand.

This technology is crucial in the fast-paced and time-sensitivesales world, where a timely response to a customer inquiry can makeor break a sale.

If you're still hesitant to embrace voice-activated technology,consider this: by 2020, about 50 percent of searches will be voicesearches. And even if you don't capitalize on this revolutionarytechnology, your competitors will.

2. Use the power of predictive technology.

Consider it a Magic 8 ball that actually works – predictivetechnology helps sales teams determine their next best moves. Itmaps out sales sequencing, customer behaviors, and buyingtrends.

Predictive analytics in a CRM benefit sales teams in a number ofways. The technology helps reps make educated predictions – thusminimizing risks – on which products to promote and which customersto target. Furthermore, it allows businesses to create moresuccessful marketing campaigns through tailored content.

The number of businesses adopting predictive technology is fastgrowing; the global predictive analytics market is expected toreach $14.95 billion by 2023. It's is a powerfultool, and one small and midsized businesses should utilize toposition themselves for future success.

3. Track interactions with ease.

You're probably already using CRM to track customerinteractions, and might think you're up to speed on that front. Buteven if you're using the platform as a tracking tool, you may notbe taking the function as far as you could be.

CRMs can – and should – be used to log multiple elements of thecustomer experience. You should be using it to record responsetimes, monitor retention rates and analyze buying patterns.

Customer interactions are incredibly valuable, and the moreeffectively sales teams track them, the more likely they are toforge strong relationships.

4. Go mobile or go home.

CRM platforms have been offering mobile capabilities for thepast decade, and most sales teams are already utilizing theirplatform's on-the-go powers.

But just as you've ditched that Nokia flip phone, we hope you'vebecome more sophisticated with your mobile CRM strategy, too.Today, the right mobile CRM solution is streamlined to make it easyfor users to find the information they need remotely.

The latest cloud and mobile CRM technologies feature auser-friendly design that gives sales reps instant access to theirmost important data, even when they're oceans away from the office.And as you probably already know, a business's ability to instantlyaddress customer needs puts it in a prime position to make asale.

Mobile CRM advancements are paying off. Research from Innoppl Technologies reveals thatabout 65 percent of sales reps who've adopted mobile CRM areachieving their sales goals; conversely, just 22 percent of repsusing non-mobile CRM met those same targets.

5. Maintain GDPR compliance.

The new General Data Protection Regulation (GDPR) is an issuesmall businesses can't afford to ignore. The legislation, whichtook effect May 25, requires all businesses with customers in theEU to comply with a complex and exhaustive set of data laws.

Becoming – and remaining — GDPR compliant can be challenging forresource-stretched small businesses. Fortunately, the right CRM canbe of great assistance.

Businesses can use their CRM to keep tabs on its customers'privacy preferences, and to monitor how employees are usingcustomer data. The right CRM can also restrict access for specificusers to ensure employees only have access to data that's relevantto their roles.

A recent study revealed that only about half of surveyedbusinesses expected to be GDPR compliant by the deadline. If you'reamong the many small businesses struggling to meet the newrequirements, turn to your CRM for a little help.

Technology is continuing to reshape how businesses approachcultivating strong customer relationships. Sales reps must embracethese technological advancements to remain relevant in thiscompetitive and ever-changing landscape.

Embracing the latest features of your business's CRM platform isa great way to do just that.

Xavier Musy is Chief Architectat Swiftpage (www.act.com). He has over 20 years of industryexperience in transformative initiatives, technology leadership andarchitecture competency across the product portfolio and theenterprise. Xavier was previously Director of Act! development forboth Swiftpage and Sage, and drove new cloud-native and hybridflagship product and service software development, unlocking theportfolio and integrations in founding APIs, transformed enterprisetechnology to a subscription business, after spearheading cloudadoption. Prior to that, Xavier served as Director of Architecturefor Sage for both Act! and Saleslogix CRM groups, after a number ofdevelopment management positions, technical leadership roles, andstartup experience.