The Reason We Need CRM-system and How to Choose it

Sooner or later, every business owner faces a question: should I implement a CRM system, and why do I need it? Today we will try to figure out and answer this question.

What is CRM

CRM is a system of client cooperation management. It helps to control and analyze the sales data, plan company work, and increase its effectiveness.

The core of CRM is a database that monitors all clients, deals, and tasks. Every client, task, or agreement is attached to a specific company manager.

It’s important to note that not everyone needs a CRM system and to pay money for a finished market solution. Therefore, before choosing an instrument, I would recommend estimating the volume of data you need to process.

Small startups, companies with a low volume of requests, and companies with only one working manager — as a rule, do not need a complex system. Leads must be fixed, client status must be fixed, but it’s always possible to choose the instrument that is suitable for specific goals.

In fact, CRM is a process that can be realized with the help of various instruments: from the most simple ones, like Google Sheets, up to the customized box solutions with Big Data elements.

The problems CRM can solve

#1. Low conversion into sales

CRM enables the improvement of your marketing. Remind a manager of the following step, leave a notification for a client, or commit SMS or mailing.

#2. Low employees’ productivity

CRM keeps income requests, sets tasks for assignees, and reminds them of actions. A manager can see outstanding tasks and KPI achievements by employees.

#3. Time wasted on onboarding

CRM system helps to register the entire history of interaction with a client: data, chronology, deals, regardless of their stage and results. Transferring a client or a product to a new employee becomes easy.

#4. Difficulties with the analysis of the work done

CRM will clearly show the number of new clients, successful bargains, and the number of meetings. The report is based on the metrics needed for quality analysis.

This is not a complete list of problems that can be solved with the help of CRM implementation, it can also deal with various typical professional and communicative difficulties emerging between a company and a client.

Criteria of CRM system selection

To prevent getting lost in the diversity of CRM systems existing on the market, it’s better to begin with establishing the spheres requiring automatization. They can be of various kinds, and I will describe only several possible options below:

  • work with current and potential clients (deals management);
  • task setting for managers (calls, press, reminders for clients);
  • documentation collection from CRM entities (commercial offers, accounts, agreements, and invoices are formed with client’s data);
  • keep records of counterparties receivables (budget planning);
  • communication with clients from a single window (manager is free from monitoring messages in messengers, social media, or posts — every message is displayed in CRM);
  • manager’s control over task commitment and sales KPI achievement (goals transparency for managers and easy assessment for CEO).

After establishing the tasks, you should remember that most CRM systems have their own specialization, i.e. orientation on a specific business area. It helps to make a decision suitable for your specific case.

CRM is a system that can be organized not only in a special paid service. Clients’ statuses can be monitored in Task managers (e.g. Trello), or in simple Google Sheets. Note: they should be chosen based on your own lead generation system.

Online services are required for those who must operate with numerous tasks and leads, or experience the need for standardized work and client interaction monitoring.

Another important factor to remember when picking a given system is the possibility of integration with other apps. Some CRMs have ready-made integrations that can be connected in several minutes in CRM configuration.

If an instrument has no integration with a needed service, you can address the developers and unite two platforms with the help of API. There are a couple of issues to mind:

— whether a CRM has an open API;

— the integrations offered by CRM. Pay attention to the services you require now or will need in the future.

Since CRM systems are called to simplify and optimize the business activity of users, the essential question is the complexity of the system itself. A simple interface and operational support service make the onboarding process easier.

Conclusion

You should remember that every CRM system will have no effect without an established business process from lead to presale \ sale \ upsell \ support stages. Do not have the illusion that it will be enough to set CRM and everything will run like clockwork. Without the process, regulation, and effective workflow, the desired result will be impossible to achieve.

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Pauline Volovik

Pauline Volovik

Business and marketing, no bullshiting