Why use a customer relationship management system? (CRM)

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By Kristina Coyne

June 21, 2018

Category: CRM

Every small business needs a customer relationship management (CRM) tool. If you are attempting to build a sustainable business based on long-term relationships, this is a key tool for you to possess.
Managing customers is key to a successful business. In the past, using a rolodex was the easiest way to manage contacts however it is not beneficial for small businesses today. In today’s market, you need more information than emails, mailing addresses and phone numbers. You need to know the services provided for your customers and a history of their previous transactions. Plus, with our increasing use of mobile technology, you want to be able to access your customer information form wherever you are.
A CRM tool gives further valuable insights on your sales process and why a particular purchase was made.
It can also provide information on why you lost clients.
It can help you identify a target audience for a particular sales product.
It’s beneficial in showing you who to sell to and what to sell them.
However, it still requires you to make the phone calls and sales appointments. You still have to follow up with contacts, and make those personal connections.
Other benefits you get when using a CRM system:

  • All details regarding a customer are kept in a central location, readily available, which decreases your processing time and increases productivity in your business.
  • Handling customers efficiently in a CRM increases your customer satisfaction rate and chance of acquiring more business and eventually more profit.
  • Increase in customer satisfaction means more customer referrals and increased net growth for your business.
  • CRM systems are cost effective. Keeping track of such information decreases the need for paper and staff to manage it. So it’s definitely worth paying for a quality system which is ultimately a cheaper deal in comparison to conventional business methods.
  • CRM systems group customers by the type of business they do or by the physical location. This helps in focusing on customers separately and can help distinguish your biggest customers.
  • It’s often difficult to keep up with changes in customer details but when you set up your CRM and train your staff to use it properly, it is very easy for everyone to be accessing the same, up to date information.

There is no shortage of CRM providers. When you come to evaluate them, base your evaluation on your specific needs not simply on all the fancy bells and whistles that seem like a great idea during the sales pitch but that you may never end up using. It’s also a good idea to stay clear of long contracts as well, at least until you are certain that you have chosen the right CRM for you. The fact is that a CRM is a tool to empower you not hinder you. If you’re not happy you should be able to walk away without penalty.
You owe it to yourself and your business to explore what a CRM can do for you.

Like some help?

Because there are so many CRMs available, it can be difficult to choose one. And the jargon they use to describe what each CRM does can be challenging to interpret. How do you know if you’ve made the right decision to suit your business?
If you’d like some jargon-free, experienced assistance with implementing your CRM, give me a call. I’ll make sure that we look at everything you need a CRM do, and all the other things in your business that may need to interact with it, so that you implement the best CRM for you and your business.
Book a time to discuss your options, and come up with the right way ahead.

Kristina Coyne

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