How to choose the CRM system for a small or medium company? And do we really need it?
A short definition of what is CRM can be found in the section describing products and services.
At this point, I would like us to think together about how to choose the right CRM. I was inspired to write this post by one of my friends from the electric industry.
He asked to give him a shortlist of the features of a good CRM and asked me to help him answer the question of whether he really needs the CRM. Below You will find My answer.
So, let Us imagine a situation – the decision to use the CRM to manage the customer relationships in your company has been done.
It is a very good decision. What’s next?
First, a short analysis has to be done with the answers to the following questions:
- How does the process of acquiring the customers look like in Your company?
- What is the process of contacting potential new customers? It is very important to define precisely what data concerning the clients is crucial from the point of view of your business.
- The next issue is to determine the sales process in Your company.
- And finally – what business aims do you plan to achieve with the CRM system.
You have to answer these questions at first and the answers must be as precise as possible. After collecting this information, in most cases of small and medium companies, the criteria of the selection of the best CRM program will be the following:
- The mobility – the possibility of the use of the CRM system with the smartphones
- The simplicity – the ease of use and time savings
- The possibility of the adaption of the system – everyone needs a CRM that best suits the specifics of each company
- The data security
- The know-how
- The supplier
- The ability to test.
Additionally, in most cases, the CRM is sold as SaaS (Software as a Service), i.e. the program and the data are stored by the provider in the cloud and You use it connected by the Internet.
It is also worth paying attention to data limits.
I wanted to be short and I hope, I was.
And now let Us have a brief look at the answer to the question of what really a CRM system is to be used for. Today, it is mainly the data collection and its immediate availability.
In the accordance with the basic principles of the digital transformation – the customer-centric approach and the perception of the data as the unique company resources and the best customer service, we ensure the uniqueness of our product and service, which leads to sales and business success.
But is it really so simple in everyday life? CRM is a modern and unique tool that gives you full control over the companies activities and customer relations.
Hence, today CRM is not an expense, but a necessity.