As a business expands, it often outgrows its original processes and software. Storing data in spreadsheets and emails may be effective initially, but what happens beyond that stage? This is where a CRM system can help.
A central data store
If a business grows quickly, it becomes easy for a lack of regimented data storage to develop. Whether it’s files stored on individual PCs, paperwork in filing cabinets or attachments in emails, it can soon be difficult to track all customer information and interactions. With the correct CRM implementation, there is now a simple first port of call when looking for customer-specific information or to begin wide-reaching data analysis.
Improved customer care
Any business wants their customers to be happy; making a sale is only the first part of the customer care journey. Handling customer enquiries and complaints in the correct way can improve loyalty and lead to additional revenue opportunities, but if this information isn’t recorded correctly, it can lead to customers feeling neglected or being contacted too often. A CRM system can avoid these issues and ensure customers feel appreciated and looked after.
Simpler employee management
In a business where employees are responsible for managing their own tasks, appointments and phone calls, it can be difficult to determines how successful they are as their information can be recorded in any number of ways. A centralised CRM system means that all activities are recorded in a uniform way, enabling straightforward reporting and ensuring that targets are met and performance levels are maintained.
A scalable solution
Having data stored in spreadsheets, emails and folders might seem a good idea initially, but once a business grows, it can quickly become a real problem, with storage and reporting implications. Plus, it can become difficult to find the right piece of information in a timely fashion. A CRM system scales with your business; whether you have one record or a million, it is always easy to find and filter your data.
Improved time management
While manual calendar entries and task notes may be enough for an employee to manage their own time, it’s not ideal from a company perspective, and if activities are not being completed in a timely manner, how would you know? A CRM system can provide overviews of employees’ tasks and upcoming activities, making it easy to prevent bottlenecks and identify potential capacity improvements. On an individual level, a good CRM system also makes life easier for the employee, allowing mobile access to their activities.
Reports built manually in Excel etc. can be a good starting point for a business, but as the data gets more complicated and the number of sources increase, how can you verify its integrity? Also, the complicated nature of building these reports can mean that only a handful of employees have the technical know-how to modify them or create additional reports. A good CRM system allows anyone to build straightforward reports to be able to analyse their data, but also facilitates advanced data manipulation for those requiring more in-depth analysis.