CRM stands for Customer Relationship Management and describes not only software but rather an entire corporate philosophy that focuses on the customer. The associated CRM software plays a crucial role as without it sales and marketing could not be managed efficiently. It is primarily used for contact management which in practice above all means keeping records: of contact details, sent e-mails, upcoming tasks, and notes. With a CRM system, you always know what was last agreed on with a customer and when he should be contacted next about what topic.
A CRM system allows one to maintain personal and individual customer relationships even with a broad customer base – the basis for successful sales. Digital contact management was only found in big corporations for a long time, but more and more SMEs are discovering its benefits. However, the systems that the “big guys” use are simply not suitable for small teams and the self-employed: too complex, too expensive, too time-consuming.
For a couple of years now CRM systems have been developing on the market, that are specially designed to meet the requirements of SMEs. But it takes intensive research to set the right focus in the jungle of providers.
These 5 tips help you choose the right CMR system
Mobility is an important aspect, especially when sales reps are often on the move, external access offers many benefits. Rereading what was last agreed on with a customer just before a customer appointment? Working flexibly from home? No problem with cloud software.
Many CRM systems lure with endless functions, but experience shows: A lot does not always help a lot, but instead complicates things. If the CRM is reduced to the “must-haves” and is easily operated intuitively, it is used regularly which has a positive effect on the completeness and currency of data.
Normally a CRM system is not the only tool that is used in everyday sales. Often tools like accounting or newsletter software are used, which require an interface.
Sales is a “people’s business” and especially in B2B business, a good and personal relationship with the customer is key to success. Even if the last time making contact was a while ago – with a look at the CRM you know immediately what it was about so you can look after each customer individually.
SMEs need a CRM system that adapts to their needs, not a rigid 24-month contract. If you want to add more users or contacts in the course of use you should be able to upgrade to a higher package anytime – or vice versa.