CRM is important for any company that values customer loyalty and wants to raise its revenues and profits. It is a business strategy in which the central focus is on the customer. CRM software ensures that all information about a customer, from all the different departments within the company, is collated and a total picture emerges. The source of the information may range from Customer Services to the Sales department.
This centralization of data allows quick decisions to be made when it comes to sales, marketing or communication with the customer. This increases productivity and, using analyses, you can instantly see where points for growth and improvement are to be found, so that these can be efficiently capitalized on.
CRM ensures that work processes are streamlined and that communication, not only with customers but also, for example, with suppliers, is more effective.
First consider what CRM can do for you
When it comes to CRM, it’s vital that the objectives are clear and that the progression process is transparent. Otherwise, you may well be investing in a CRM implementation that is doomed to fail from the beginning. It also doesn’t hurt to perform a quick study to see if CRM is feasible and a useful addition for the business. The software may look nice and shiny on your desktop, but if it isn’t used, or is used incorrectly, it’s like throwing money out the window.
Focus on the customer by following them
When the business strategy is properly applied and the customer’s interests are the central focus, CRM software is a tool that can go miles beyond the level of a card catalog. It is important that employees are customer-oriented and ensure that customer data is kept up to date. At that point, the organization’s knowledge is really captured in the CRM database.
The CRM system tracks customers from the first contact moment through to the quotation, order, and aftercare once the product or service has been delivered. It enables anyone in the company to see which phase of the customer journey a particular person is in. The data is automatically updated, and after the sale you can easily see if there are still opportunities to expand the customer’s account.
CRM allows you to inform your customers in a targeted way
Today’s customers are better informed, so when they purchase products or services, they’re better able to weigh different options than in the past. Useful information is typically sought in advance on the Internet — e.g. on forums or social media. As a result, the customer often arrives well-prepared. With the help of a CRM system, it’s easier to approach the customer as an individual rather than as a target group.
An improvement to Customer Service
The effectiveness of the Customer Service department is significantly improved by the fact that the customer is tracked and various information channels have been opened up. All relevant information is available in an orderly format at the push of a button, meaning quicker service for the customer. Especially when it comes to complaints, it is vital that customers don’t get sent from pillar to post. That’s exactly where the CRM business strategy comes in: it enables a rapid appraisal of the problem and the status of its resolution.
But CRM doesn’t just make a difference when it comes to complaints and problems. If the customer is looking for added value or is in the market for additional purchases, it enables a quick and effective response. This is in part thanks to feedback being processed more rapidly. The centralization of data means that it isn’t necessary to look at different programs or Office files in order to obtain the correct information.
CRM software: available wherever you are
The majority of CRM software, including Archie CRM, makes it possible to work anywhere there’s an Internet connection. You can have a quick check for last-minute additions to a customer’s records before ringing the doorbell. Or simply log on to the system at home and get to work. The ability to work from any device in any location not only improves effectiveness — it is also frequently a boost to smooth collaboration.
Further functionality can be added to the CRM system by means of integrations with e.g. websites, back-office systems, and of course email.
CRM in the Cloud saves costs
Using a cloud-based CRM system can yield significant cost savings: there is no need to purchase any new hardware, and the software doesn’t need to be specifically implemented on the company’s own network. The system is scalable, software updates are installed automatically, and it is quicker to deploy than a system installed on the local network.
So CRM is pivotal
This is a summary of the possibilities of a good CRM business model and a well-executed CRM software implementation. Not only can the various information channels be used more effectively, but more can be done with them, and this extends to an individual approach to the customer. Such an approach can have added value for the customer if it leads to their specific wishes being addressed, rather than receiving a newsletter with content that doesn’t help them. A company’s customers can be approached from a better angle when the people within the company are better informed about the situation. In short, the focus is on the customer.