How to choose the right customer relationship management system (CRM)
Tools & Resources
Understanding the way your business interacts with customers is vital, not just in retaining the customers you have but also in winning new ones. Here, we look at customer relationship management (CRM) systems and how you can make sure you’re choosing the right one for your business.
Click below to find out more...
1
What is CRM software?
Customer relationship management (CRM) is a type of technology that is used to manage and analyse customer interactions and data. The aim of a CRM system is to improve customer service and retention while driving sales and increasing the overall profitability of a business.
There are lots of CRM systems on the market, so it’s essential to shop around to find one that fits your business goals. This can be a complex process as each system will offer an array of different features and benefits. The right CRM will depend on the nature of your business and the specific goals you are looking to achieve.
2
What to consider when choosing a CRM
The last thing you want to do is feel like you have to change how you run your business to fit your CRM. The CRM should work with your existing processes and enhance them.
Before you start looking for your new CRM system, it’s a good idea to write out a list of requirements, then identify which ones are essentials and which are nice-to-haves. These might include:
- Client interaction tracking
- Marketing and campaign management
- Sales reports
- Track deals
- Build landing pages
- Automate tasks
- Manage workflow and employees
- Lead management
Flexibility
3
Identifying potential CRM systems
Once you have clearly defined your must-haves and nice-to-haves, the next step is to start looking at what software is available to best suit your business needs.
A good way to start is by asking for recommendations from within your network, as well as carrying out your own research. You’ll need to decide whether an off-the-shelf package will suffice for what you’re looking for or whether you’re going to work with a consultant or designer to create a bespoke system.
You can explore different CRM software providers here.
4
Making your final decision
When you have identified a few systems you like the look of, it’s time to request a demonstration of each. This should give you an idea of which software is going to best suit your business.
Before you make the final decision, you should consider:
- Cost
- Security
- After-sale tech support
- How long will it take to be delivered?
- How will you train your staff to use it?
Once you’ve made the purchase, it’s important that you take the time to get things right. Make sure your staff know how to properly use the system you have put in place and understand the goals it is helping your business achieve.
Next steps...
- Define what you want from a CRM and identify the specific goals you want to achieve.
- Compare what is currently available on the market to identify potential systems that can enhance your current processes. Ask for demonstrations before committing.
- Ensure the system you choose is properly implemented throughout your business and your staff are fully trained on how to use it.