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Does my business need a CRM system?

Customer Relationship Management (CRM) is a strategy that businesses use to manage the relationships and interactions they have with existing and potential customers. A CRM system can help your organisation to stay connected with customers, streamline processes and crucially, improve profitability.

CRM software systems such as Advoco Maximizer CRM records important information about your customers such as their email address, telephone number, communications you’ve already had with them, their purchase history and even their preferences. Being able to hold this information about your customers offers so many benefits. The two main ones are:

  • It enables you to offer a more professional service. Say for example you have a number of people working on your sales team, it would look highly unprofessional if two separate members of staff contact a customer about the same thing. By tracking customer interactions, everyone will be able to see if someone has already been contacted. This means you don’t have to worry about duplicating this process and annoying customers.
  • You can market to customers far more effectively. If you know exactly how customers like to be marketed to, you can reach out to them via the channels you know they’re going to look at. By being able to access previous purchases, you can also target your communications around the kinds of products or services you know they’re interested in – leading to a much better return on investment for your marketing activities.

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Does my business need a CRM system?

Identifying if and when your business needs a CRM system can be tricky. Is it better to wait until you have a certain number of customers or leads before making the investment or should you implement a CRM system beforehand, so you can manage your customers more effectively when they do come through?

Any new company struggling with cashflow would understandably choose the first option. The argument for installing a CRM from day one is actually very compelling however.

  • Sales managers can access reliable information about the progress of individual team members when it comes to achieving sales targets, they can see how well individual sales teams, products and campaigns are performing and they also benefit from reduced admin, a deeper understanding of their clients and the opportunity to spend more time selling and less time inputting data.
  • A CRM system is hugely beneficial to marketing departments when it comes to making forecasting simpler and more accurate. They can get clear visibility with every opportunity or lead and map out the whole customer journey from enquiry through to sale, giving them a better understanding of the sales pipeline. It’s also possible to include useful information from customers’ public social media activity – their likes and dislikes and their opinion about specific brands and businesses.
  • It enables you to offer better customer service. A customer might raise an issue on Twitter for example but then switch to email, phone or live chat to resolve it in private. Without a common platform for customer interactions, communications can be missed or lost in the flood of information – leading to an unsatisfactory response to valued customers. MyCustomer.com has written an interesting blog about how CRM systems can help improve your customer service, read more by following the link: https://www.mycustomer.com/community/blogs/patriciajones2013/how-you-can-use-the-crm-to-improve-your-customer-service

Speaking about the importance of installing a CRM sooner rather than later, Brent Leary, co-founder and partner of CRM Essentials commented:

“In today’s world, you need to have a customer engagement process right from the very beginning. If you start blogging and somebody likes what you’re writing about and they want to learn more, you have to have an engagement process that helps you respond quickly and effectively so you can keep the momentum going.”

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He continued:

“A modern day engagement strategy means you have to have modern technology to implement it.”

To find out more about CRM systems read this article on hubspot: https://www.hubspot.com/growth-stack/what-is-crm