CRM, 5 FACTORS TO KEEP IN MIND WHEN CHOOSING ONE
CRM or Customer Relationship Management is a term used to define the relationship management with customers. Or as a management software focused on the customer, which integrates processes, tasks and information in an organized way.
We can consider that CRM operates in three areas, marketing management, commercial management and service and customer management. These are the areas that will feed the system, creating a database of information. From there, the job is to use this information appropriately for decision-making processes.
It is worth mentioning the importance of obtaining quality and reliable information from the most significant number of people who are in contact with your company—thus creating a quality database.
CRM can do a lot for the management of your company, thinking about it, we separated 5 tips on what to think about when choosing a CRM. Check these out:
1. What are my company’s needs?
The first step when choosing a CRM is to define what your company’s needs are, and they must be related to what your customers need.
Research what your customers are looking for, what are the positive and negative points of the relationship with the company. Listen to the sales team, find out what kind of information is important to speed up processes, increase sales and customer satisfaction. Gather as much information as possible because before implementing CRM, you need to understand and know your own company.
2. What is my company’s relationship with its customers?
How is your company’s relationship with customers? This definition is important, as it will guide the functioning of the CRM software. You need to know your company’s strategic plan in the medium and long term, in addition to getting to know your customers well. We can establish four basic types of relationships and identify which fits you best; relationship based on price, product, customer need, or customer perceived value. Based on this definition, a CRM designs communication plan with the customer.
3. Who will use CRM?
You must keep in mind the people who will be using the system. CRM is not just software; it is also a culture. So, there is no point in having the best system if there is no culture of good customer service and obtaining information. It is not enough that only the leaders have in mind the importance of the tool; it is necessary that everyone within the company has the same thought. Understand how the information is placed in the system. And worry about sharing the information and understanding the needs of the customers.
4. What level of maturity are my company’s processes in?
Does your company have well designed and functioning processes? This is essential for the implementation of a CRM. If this is not yet a reality in your company, it is time to solve the problem. Define the processes, delegate functions and tasks in order to optimize the work and adapt your team to the new processes.
5. CRM software, which one should I choose?
There are several types of CRM software, from the simplest to the most complex, the choice will depend on the needs of your company. We can separate them into three groups, the office software, outsourced or internal.
- Office Software
A well-prepared Excel spreadsheet or database manager can be sufficient to collect customer data and track requests. The main disadvantage is limited resources. And the lack of information sharing and communication tools.
- Internal CRM
The internal CRM is more suitable for small and medium-sized companies or newly created companies. Because for them, the ideal solution is to migrate to the outsourced one as the needs increase.
- Outsourced CRM (SaaS)
Outsourced CRM or “SaaS” means that applications will be on a remote server. That the company can access over the internet. It is ideal solution for companies with a large number of employees and allows cost control and flexibility, and can be used on mobile devices.
In addition to these three groups, there is an option to get your custom CRM system developed. The option has its own advantages. Note that CRM helps your company to maintain current customers, increase sales, attract new customers and be a reference in the market. With these tips, you can already bring that reality to your company. And if you have already deployed CRM, share the experience with us in the comments.
