Selecting the Right CRM software for Your Business

by | Dec 15, 2014

Few would question whether a business needs a CRM in their business. Once a small
company gets beyond the number of customers they can remember by
Right CRM softwarerecognizing their face, a computer system to manage data becomes essential.

The “Magic” of a Good CRM

Have you ever called into a company where you purchased previously and been pleasantly
surprised by all the things they “know” about you? Maybe you have stayed in a hotel
and on the return visit they have stocked the room with all the things you requested
when you were there previously. They brought in the extra towels and hangers you
need without a word from you and asked if you wanted them to make dinner reservations
like before.

This level of service is impossible without good
CRM software. Your customers will be impressed if everyone in your company
has access to the details of conversations and purchases. If you don’t utilize
a CRM well, you simply don’t leave a good impression anymore.

Which Fits Your Business

Before you select a CRM, look at how you do business. Think about how your business
is likely to change during the next few years. Answer questions about your anticipated
growth, processes you intend to revamp, departments you plan to expand and any
shift in target audience for your marketing.

Instead of depending on the comparison charts about which company has the most
“bells and whistles” – make sure you have the basic structure to fit your own business
model. For example, a software program perfect for a big box retail store may not
serve a company who sells a high-ticket software package with a team of 10 sales
staff.

If your company has a several pieces of customer information such as proposals,
contracts, product fliers, invoices and emails – CRM software can streamline all
the customer related information in a single place. A software program designed
for small retail stores is not likely to fit this type of business.

CRM Software Usability

The worst investment in managing customer data is a complicated software package
everyone in the company resists using. Implementation is often a struggle. Salespeople
see the software as a way to keep track of their time and effort. Accounting people
don’t want to let go of the spreadsheets developed over the years. Customer service
gets pleasure from “winging it” and solving each customer problem individually.

When you take the time to speak to each person in the company and learn the way
they are currently doing business, you can design the CRM software to fit those
systems. Stay away from CRM software requiring you to change the way you do business
now. Your staff will rebel.

Instead, find a program to allow each department to “buy in” to the ease of use
and simplified operation. You will still need a “CRM Champion” in the company who
coordinates the learning curve, really understands the system and can be the go-to
employee for those who get stuck.

CRM to Support Revenue

Earlier this year, Gartner forecasted the market growth for CRM to
reach $23.9 million in 2014. This level of company expenditure does not come
without a proven revenue model. In fact, the internet is driving more and more
companies to embrace digital ways of doing business. Better customer experiences,
consistent and automated responses, seamless sales processes and better revenue
forecasting are just a few reasons why companies feel it is a good investment.