What is a crm system actually?
Before i continue, i have to confess something. I used to think for a long time that a crm system was just some kind of it toy. For those who can relate, i will first give a brief explanation of crm and crm systems. Are you already familiar with crm? feel free to scroll down (although you will miss the story about martin, the cheese vendor).
Customer relationship management (so without the word 'system' after it) is about methods through which you manage the relationship and interaction with (potential) customers in order to get more orders or assignments. This reminds me of martin, the cheese vendor on our square. He has his crm well organized. I'll have to ask him soon about his secret. This is what i see: he doesn't call anyone by their name. Everyone, regardless of age, is greeted with "young lady" or "young man" and a big wink. Then he turns around, takes a piece of cheese and asks: "a pound of matured farmer's cheese sliced?" and it works. Older ladies enjoy the attention and everyone is impressed by his knowledge of his customers. He always asks how you are doing too. "how is your dog now?" or "how was your vacation? you were in france, right?". And no one minds if the piece of cheese weighs a little more than expected. "by the way, if you like matured farmer's cheese, you should try this one too." he lets the customer and the other people patiently waiting take a taste. "should i add another piece?" the customer still has their mouth full but gives a thumbs up. Brilliant! in my opinion, crm goes beyond just relationships and interactions. It's about experience, involvement, and emotions.
A crm system is actually an automated smart assistant.
With a crm system, you store all customer information in one place. It is easily accessible, even for potential colleagues. It's like a digital memory that helps you understand your customers or prospects better and refer back to acquisition and purchase history. It also helps you determine next steps. You are assisted by reminders so that you don't forget your (follow-up) actions. But it's more than just a digital memory. I've figured that out by now.
Crm system for small businesses
"crm systems, aren't those only for large companies? why would you need a system for that? can't you just keep birthdays or price agreements in a folder or put them in an excel sheet?"
You can. However, it is definitely worth considering such a system. Honestly, i wasn't convinced right away. But hey, who am i? i made my quotes in word for years...just saying.
Benefits of crm systems for small businesses
In my search for crm in relation to small businesses, i came across the following benefits:
- You no longer have to remember everything. Current information is quickly found and reminders ensure that no detail is forgotten.
- All information is protected. CRM providers do everything possible to protect sensitive company data.
- With a CRM system, you can create analyses and reports. For example, in the area of demographic information or buying behavior. This allows you to make even more targeted offers.
- It helps you make informed decisions. For example, about new products or services and their pricing.
- A CRM system is not a solo player but a team player. Existing tools such as email, calendar, accounting and quoting software can be integrated.
How to choose the right crm system for your business
If you follow the 7 steps below and involve your colleagues in this process, it can hardly go wrong.
- Think about what you want to achieve with it. The clearer your goals, the better you know which functionalities you do or do not need.
- Determine a CRM system for your company at this moment, which is necessary based on the number and type of customers. Maybe you can get by with quoting software like Offorte that also includes contact management.
- What do you want to spend on it? Fortunately, there are all kinds of systems with varying price tags. Take the time to orient yourself properly.
- Check the user-friendliness. Is it easy to understand even without technical background? Is there good support available and in what language? See step 7 as well.
- Check the integration possibilities if you have any desires to connect everything together. Think about email, calendar, accounting, quoting, and other software.
- Can the system grow with you? Check if a CRM system is scalable. It would be a shame if you have to switch to another system halfway through.
- Demos and free trials? Try them out! Only then can you assess whether it meets your needs and whether you enjoy working with it.
After implementation
Having just a crm system is not enough. If you want to achieve success with the system, make sure that you enter the information accurately and consistently. Perform suggested updates and maintenance as quickly as possible. Only then will the system always be up-to-date and reliable. Last but not least, relationship management remains people's work in the first place. The software helps ensure proper execution of it.
Conclusion: game-changer or unnecessary?
In a world where customer relationships are key to success, considering and/or using a crm system is undoubtedly worthwhile. Even for small businesses. What could a crm system mean for your business?
