CRM Systems

CRM Systems 4.2

Have customer details at your fingertips, manage leads better and market your business better with a CRM system.

A customer relationship management system has become a vital tool in running an efficient business. Your team no longer has to waste time rummaging through old emails or Excel speadsheets looking for customer contact details. A CRM system is like a traditional customer database with many more features to improve your sales, marketing and support services.

Benefits

Access customer details in seconds

No more trawling through Outlook or rummaging through scraps of paper looking for a customer’s contact details, as they can all be stored on your CRM platform. Most CRM platforms now come with an accompanying mobile app so that you can access customer details from your smartphone or tablet.

Better Customer Experience and Better Customer Service

Never forget to call a customer again. You can easily record all details that are relevant to the customer, including their order history and quotations, and set a reminder to actually make the call.

Better Efficiency

A CRM system allows your team to access customer information from anywhere, at any time, just by using their smartphone or tablet.

Measure Performance

CRM systems allow you to see where your business or organisation is performing well, and to identify areas where you need to improve. It helps you to take the guesswork out of running your business.

Better decision making

A CRM system allows you to store information about your customers and their transaction history and preferences, enabling you to make better and more informed strategic decisions in your business.

What is the best CRM for small business?

A question that we get asked a lot is “what is the best CRM for small business?” There is no best CRM, as every small business or organisation has different requirements. However, from our experience, here are a few of the best practice guidelines to consider before you implement a CRM system for your business or organisation.

1) Know what your goals are. When business owners make a claim such as, “we need a CRM package to increase sales,” we become very worried. A CRM package is just an enabler of goals and not a silver bullet. However, a business owner who asks “we need to track, maintain and communicate with our leads better” is probably going to realise more value from a CRM system.

 2) Business owners and managers must be prepared to change their work processes to suit the software. If you’re not prepared to change your work processes, so that your business or organisation can implement a CRM, your company probably isn’t ready for such a solution. Some SMEs are under the illusion that they can get bespoke software written to fit the way that they work. If you have the IT budget of Goldman Sachs, such a bespoke system is possible, but most small business owners don’t have that kind of budget to spend. However, when you use a CRM package, which is supported by a whole host of apps in its eco-system, there’s no need for a customised CRM solution.

 3) You must have buy-in from your staff. Your sales people, customer service people, accounts people, etc, all need to agree that your way of tracking and maintaining leads with customers needs to change. Half-hearted attempts at CRM implementation often fail. Without a real devotion to change, there is an increased likelihood of a failed implementation. CRM companies never tell potential customers this.

 4) Measurement. The old cliche of “what gets measured, gets done” applies here. Once it has been implemented, you must be able to measure who is and who is not using the CRM platform. For example, the CRM adoption process can be made easier in Salesforce thanks to the large ecosystem of apps that make it a more rewarding experience for your team. (SuMo for Salesforce is one such example.)

 5) Some companies and organisations implement CRM in the same way that a foie gras farmer feeds his geese – by force feeding. This approach can be disastrous. The best CRM implementations are usually staggered across one department first. You might, for instance, get your sales people to trial the software as a pilot. Once the platform has been proven to work in one department, it can be rolled out to other teams in your organisation.

There is really no “best CRM” for your business. A good CRM usually depends on design and functionality to make a good strategic fit for your small business.

Some considerations for finding the best CRM platform for your small business or organisation.

  • What level of customisation does it offer?
  • What kind of reporting does it offer?
  • What mobile platforms does it support?
  • Does it integrate well with other applications?
  • How secure is the platform?

For more information and experienced advice on CRM platforms, please contact RealClear IT Support today on 01-685 4833.

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