Why using a CRM
Why Do Companies Buy CRMs?
For many of our customers, particularly those who sell to other businesses, having a proper customer database is becoming a necessity to aid in competitive advantage and differentiation these days.
Customer Relationship Management systems (or CRM, for short), are specifically developed to help companies develop a single view of their customers.
This single view then helps companies more effectively sell, market to and service their customers, leading to better experiences and repeat business.
Four Important Questions TO Ask Before Implementing a CRM
Sales and marketing is our heritage. When we implement CRMs we ensure every component of what we do lines up to at least one of these questions;
- How will this help you sell more?
- How will this help you market more effectively?
- How will customer service be improved?
- Is the proposed efficiency gain worth the cost of setting up and maintaining this?
Examples of What CRM's Can Do
A CRM enables companies to do the following:
- have a single view of their customer (all emails, phone calls, contacts, customer service inquiries, invoices, past won and lost sales, and current in-flight deals)
- segment their customers to more effectively service them (by spend, geography, strategic alignment or a combination of all three)
- create a process to enable account planning that is consistent and well understood across the business
- streamline the quoting process - right down to auto-generating quotes and proposals
- have a consistent language across the business for sales teams - which in turn improves the accuracy of financial forecasting
- offer great customer service by providing an advanced ticket system which you can use across your organisation to prioritise and address customer issues
- more effectively market to their clients, by targeting messages to people based on their history with your business - whether they have purchased from you yet or are still evaluating
- see proposals and other documents you have shared with your customers - for either historical benefit, or to quickly find and apply as templates for new deals
Our Business First Approach
Our approach to helping our clients implement a CRM follows five broad steps:
- Understand your business - including your value proposition, your competitive differentiation, opportunities for growth and how you sell.
- Identify what you want to achieve with a CRM, and define "what success looks like". Will the CRM be there to help you better manage your sales team and their sales pipeline, provide better customer service or capture information to improve your marketing efforts (or a combination of all three)
- Agree with you on what the "minimal viable product" is you need in order to prove whether a CRM indeed helps you do business.
- Implement and train your users - including importing data from other systems, configuring the application to meet your needs and writing user guides and/or cheat sheets if you like.
- Over time, continue to support your needs as they evolve by repeating steps 2,3 and 4.
We are building a catalogue of industry blueprints, to save you time and maximise your return from a CRM investment, so ask us today to see if we already have a blueprint we can apply to your business.