Lots of businesses I talk to, of ranging sizes, don’t have a CRM strategy or know what’s the best CRM software to drive it. CRM (Customer Relationship Management) isn’t as ambiguous as it sounds, nor does it have to be a huge project from day one. It is, however, fundamental to all businesses wanting to drive sales and keep customers.
What is CRM?
In a nutshell, CRM is about having a specific approach – your own approach – to doing business that can really transform the profitability of your company. CRM isn’t software – software is just the enabler – CRM is about how to sell smartly, make the right decisions and create a brilliant customer experience that keeps your clients coming back for more.
Benefits of CRM
At the core of CRM is the ability to determine who are your best customers, the most profitable ones and their lifetime value. If it’s costing you a high amount to acquire a customer who will bring low revenue you can make a strategic decision not to spend time in that market space, instead focusing on prospects who will bring you more business.
Information is power in CRM. By having your customer data in one place you can analyse it and slice and dice it to power up your sales efforts and look after customers long term. Sales and Marketing teams or individuals will benefit hugely from this. Sales teams will have access to real time customer data and marketing will be able to segment your prospects and customers nicely, making marketing relevant and more effective. The customer is the focal point, and they will benefit as communication and services will be tailored to them.
What’s the best CRM?
CRM isn’t an IT project, but you will need the right software to drive and automate your CRM approach. It can be difficult to know which CRM is best, as the small business software market is swamped with CRM products, each with their own way of doing tasks and integrating with back office tools such as Microsoft, Google and other software such as Xero.
Choosing the right CRM for your business is a minefield. I help clients define their CRM approach and decide which is the best CRM product to drive it. I’ll help you get up and running with whatever level of support you require.