Now’s the time to connect with past customers
CRM isn’t just about database software.Customer relationship management is a key business practice that should be ingrained in your processes and your staff.
Discipline your business around CRM
While I was discussing with my CRM provider the other day the hours spent on database maintenance, he told me there is simply no other way with any CRM system on the market, than to discipline the human beings that use CRM. Across sales, customer service, production and accounts, individuals should be required to continually ensure the customer database is updated.
So essentially CRM is about people, not systems. To be effective, you need to choose a CRM system that is user-friendly and suited to your company culture.
Take some time out to invest in implementing and managing an automated system that helps you communicate with your customers, build relationships with them, ask for referrals and grow your business.
Choosing the right CRM solution
As business owners, our time is often our most precious commodity. So what do you need to ask to review your CRM strategy?
Marc Englaro, co-founder of InsightfulCRM, which consults on and distributes the CRM solution SugarCRM, suggests: “Small business owners often don’t have the time or discipline to think about their CRM strategy. Which means that many, if not most, businesses are not maximising their CRM investment. It’s a challenging exercise to define a really good CRM vision for a business so that it includes the context of the customer’s experience and defines the outcomes desired, before commencing work with implementing the chosen CRM system.”
What next?
A mistake many organisations make with CRM is they jump on the CRM bandwagon without thinking about what their needs are without first determining how CRM software can help them. The reason why some CRM strategies fail will, more often than not, come down to your employees and their resistance to change. You can combat this by including them in the implementation process.
Many online web-based CRM systems can be used within minutes of buying them over the net, but this method often possesses problems with implementation, particularly with no consultation, training and support. So work with a supplier who can offer training and consultation, not just the software.
Why is CRM important?
Customer relationship management is our bread and butter. If our businesses closed tomorrow, with our databases safe and accurate, we could re-start engaging with those that know and trust us.
A truly successful, integrated CRM solution requires a constantly evolving strategy and attention at senior management level. The relationship with customers and the manner in which you engage with them is unlikely to remain static over a long period of time. It needs to constantly shift along with changes in the market and your own strategic direction.
Today, CRM is the key to succeeding in the current market, where focus on building relationships with your contacts is more important than ever.
CRM Top Tips
- Have a view of your business’s CRM strategy. What sort of relationship do you want with your clients?
- Think about this from the customer’s perspective. How will they perceive your organisation?
- Think about redesigning processes so your business lines up behind your CRM strategy.
- Work out what your information strategy is. What information do you need to provide quality service, and where will you get it?
- Think about where your customer data is kept, and what information systems need to interact.
- Define a plan to move from your current state to a future state, in small, manageable stages.
- Work with a specialist firm who can help you set the objectives, and help deliver both the organisational change and the technology.
- Work out the potential business benefits of each stage of your project, so you can compare that the cost.
- Consider that your industry and business may change in the future, and maintain flexibility to adapt.
- Start with a team brainstorm to decide what you need to get out of your CRM system – for example, do you want just a phonebook, event management support or to drive better relationships with clients.
–Sharon Williams is founder and CEO of Taurus Marketing.
Great article. It does amaze me how many small business owners don’t keep a track on the customers & suppliers details. Just a simple way to systematise how often to contact customers could get so much repeat business and help your business in these tough times.