CRM «must have»

or how not to blow orders off

The speed of IT technologies development, which would cover all current business needs, is enormous. They are designed for the maximum optimization of time costs and to facilitate communications between customers and sales managers (primarily for customers, though).

One can write a lot about how much Customer Relationship Management is important. However, it’d better to consider why this is so and what the disadvantages of CRM implementation are.

Pros

  • Single management point for all customer and supplier data
  • Tracking the history of work done – calls, meetings, sales
  • Managing the growing volume of data – segmenting and working with target groups
  • Communications centralization. Many CRM systems allow you to automate the sending of e-mail, SMS mailings, etc
  • Speeding the work up and increasing the efficiency of leads processing
  • Assistance to marketing department. They will appreciate the possibility of targeted advertising
  • Mobile applications

Employees working remotely will be able to maintain required level of communication and speed of orders processing.

Other big plus is the ability to integrate CRM system with other process organization solution (or just buy a full ERP complex with all necessary modules on board). A single digital business space leads to the synergy of all departments and employees, which gives the maximum benefit to the company.

Of course, one shall not forget about long and touching relationship with customers. Loyalty is earned over the years and is highly valued by both sides.

Since we are considering the pros, it means that cons are on their way. Usually they accompany the process of CRM implementation.

Cons

  • Migration to another program / change in the type of operations involves misunderstanding and resistance

The bigger employees number is, the more difficult is to conduct fast and smooth migration. Uncertainty always scares.

  • The more data is entered in CRM, the greater is the fear of losing them at one stroke

Almost everyone might be scared: starting from a sales manager, whose salary depends on this information, up to an IT director responsible for its protection. The company management is usually just nervous.

  • Problems with integration are possible

Not all systems find a common language. The integration process itself can be time consuming and requires the software modification. Choose wisely.

  • In 99% of cases, CRM is a cloud subscription: the manufacturer only provides access to the account

This point may get an IT security specialist concerned. It’s quite difficult to find a local CRM system, most vendors prefer to host the server part on their side. Nevertheless, the information loaded into the system is reliably protected, and its leakage directly affects vendor’s reputation.

Most shortcomings can be eliminated with appropriate consultant support. Ask your consultants if they have a proper CRM system to make sure that help will come at the right time. Think who your client is, how important his loyalty is, what is needed to keep it. Reliable software distributor will tell you which CRM system is the best to choose.