When we ask ourselves basic questions such as what is a CRM or what CRM tools are the most appropriate for our business, everything can be redirected to the central role that the client should have in the business environment.
In this sense, there is no doubt that one of the most important assets for any company is its customers. The success of the business will depend, to a large extent, on their adequate satisfaction. And it is at this point where customer management systems acquire all their importance, as we will now see.
What is a CRM (Customer Relationship Management)?
As is well known, today we handle a volume of customer information greater than ever, and its proper management is a challenge that cannot be neglected at any time. It is here, therefore, where the adoption and maintenance of a good customer relationship management system is essential.
In this sense, the first question to ask should be the following: what is a CRM and what is it for?
Well, in a nutshell, we call CRM that system or solution that is used to manage customer relationships, connecting in one place all the information the company has about those customers.
Therefore, this type of system can cover different areas whose connection lies precisely in the fact that they involve some type of relationship with the customer. Thus, CRM tools are usually applied in the following areas:
- Customer service.
- Business management.
- Marketing.
Thanks to CRM systems, the company can centralize all interactions that occur with its customers in a single database, so that they can be consulted and updated at all times.
Main advantages of CRM software
Based on the fact that nowadays and for most companies, dispensing with a CRM tool is not really an option, we can highlight the following advantages of using this type of solution:
- Immediate and shared access to customer information. Any worker accesses the same centralized database, incorporating new information and enriching the system with each successive interaction. In this way, the data is permanently updated and increases its usefulness constantly.
- It facilitates a better knowledge of the client. As a consequence of the previous point, the company is acquiring a deeper knowledge of each client. This will allow you to take a series of actions to take advantage of this information, such as improving marketing campaigns, sending personalized offers, cross-selling or up-selling actions, etc.
- Minimize communication errors or failures. CRM systems must show all the information that, for example, an agent may need for a certain interaction with a customer. This will avoid cases such as offering inappropriate products, relapsing into past mistakes, not knowing the context, incorrectly transferring a call, etc.
- Saving of time and resources. As a direct consequence of all the above, these systems will allow greater efficiency in the management of customer relationships, making the most of the company’s personnel and resources.
Ultimately, all of this will result in increased worker productivity and greater customer satisfaction.
What type of companies should use a CRM system?
In general, practically any company that has a certain volume of clients can benefit from the use of CRM tools.
In addition, it will always be easier for the growth of the company to be supported by a system implemented from the first moment than to implement it a posteriori, with the difficulties that any transition entails.
In any case, we can point out a series of factors that may be indicative of the need to incorporate a customer relationship management system to a specific company:
- Existence or not of the need to create and maintain a centralized database with customer information.
- Location of said information in different locations or isolated databases.
- Interactions with customers have as their origin or destination different people or departments of the company.
- There is no unified system that allows such interactions to be tracked and, consequently, to guarantee their continuity between agents or departments without overlapping or interruptions.
If at least one of these factors is present, the company should consider incorporating a CRM software solution to centralize the management of all its interactions with customers.
Additionally, the CRM tools will allow better management of the sales team, the implementation of structured sales processes and a more detailed knowledge of the productivity of each agent.
Main disadvantages of postponing the adoption of CRM tools
On many occasions, in addition to keeping in mind the advantages that the implementation of a system can provide, it is revealing to contemplate the main disadvantages of not adopting it.
Although at first we may think that the volume of operations or clients of our company does not justify the investment in a solution of this type, usually we are wrong (at least in the medium or long term).
In this sense, the fact of dispensing with the use of a CRM software from the first moment, can suppose a series of disadvantages:
- The progressive growth of the customer database will make it more difficult to handle it from “flat” media, such as spreadsheets or similar.
- The combination of several locations for the information (email tools, sales, accounting, etc.) will imply a slowdown in processes, information gaps and lower productivity.
- The rotation or departure of personnel can mean a lack of continuity in the sales process, loss of information, deterioration of customer service, etc.
Ultimately, the consequence is usually that we will have incomplete knowledge of customers, lower productivity of the sales team and, in general, a less efficient operation of the company as a whole.
Conclusion
Therefore, regardless of the sector and size of the company, the benefits of implementing CRM software from the outset can be a great competitive advantage in the medium and long term.
In short, it is about choosing a tool that can cover all the needs (both present and future) of the company in terms of managing its clients. In this field, limiting itself to a short-term vision can be counterproductive, since the costs and frictions that any change implies, or the late adoption of a tool, often have a direct impact on the results.
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