CRM is a flexible revenue-raising tool that works for small, medium and large companies, i.e. wherever sales are made and customers are served. CRM systems vary: products from different suppliers may offer different capabilities, although the basic functions usually look similar everywhere. What is a CRM, what exactly are the capabilities of such a system and what are the benefits of implementing it? Among other things, you will find out in this text.
CRM - what is it and what are its capabilities?
CRM - Customer Relationship Management - what is it? Translated from English, it is customer relationship management. A CRM system is software designed to facilitate the building and maintenance of these relationships and to improve communication and organisational processes within a company.
Nurturing customer relationships is important for any business, especially nowadays when most market sectors are well developed and highly competitive. It is CRM that allows companies to gain an edge. In relationship management, it is important not only to focus on the customer acquisition stage, but also the post-trade service to keep their attention. To implement this approach, CRM programmes are the perfect tool.
CRM supports salespeople, allows them to plan and optimise sales processes and coordinate the work of all employees. But this is only the beginning of its possibilities, as CRM systems are also good analytical tools that enable the generation of up-to-date reports with which we can assess the effectiveness of our actions.
CRM databases contain a great deal of relevant data about our customers that allows us, as a company, to get to know them better and tailor our offering to them. 
In a CRM system, you will usually find communicators that facilitate customer-employee, employee-employee and management-employee communication and rapid message circulation.
Products of this type can be used via the internet: they are usually available in cloud computing, in a desktop version or as a mobile application.
CRM systems have different capabilities, and most of them offer quite a few modules that can be implemented according to the needs or growth of the company. These systems enable:
- attracting customers and building their loyalty;
- optimising the sales process and maximising profits;
- optimising the customer experience and ensuring a positive UX;
- automation of the above;
- improving communication within the company and with customers;
- collecting data on clients and contractors;
- organising work and using staff time more efficiently;
- action planning;
- project and bid management;
- CRM integration with ERP (enterprise resource planning application);
- the possibility of integrating with company mail;
- sending mailings;
- creating sales funnels;
- analysis of customer data;
- customer segmentation;
- measuring the effectiveness of the actions taken by management.
What are the benefits of implementing a CRM system in a company?
More and more companies are choosing to implement a CRM system. Entrepreneurs are changing their approach to these types of tools and are not treating them as an expense, but rather as an investment that will allow them to increase profits in the future.
Benefits of implementing a CRM system:
- improving sales efficiency - by having up-to-date sales data, employees can use CRM systems to maximise sales, e.g. implement cross-selling and increase order value;
- Improving the quality of customer service - here again, through the availability of information about customers and their current place in sales funnels, we can build a positive User Experience and improve the quality of service. Nowadays, this positive customer experience is increasingly a key factor in the purchase decision - more important even than price or quality, which are similar across companies in the same industry;
- facilitating the flow of information between employees - which improves work across the company and allows targets to be met more quickly. Better communication means more knowledge and, consequently, fewer mistakes;
- constant updating of data - e.g. on product or service prices, stock levels and suppliers. This also affects sales efficiency. If the products in question are out of stock, a substitute solution can be offered to the customer and thus retained;
- organisation of work and planning of activities - by being able to collect a large amount of data in one place, we can better plan work across the company;
- the ability to analyse actions - by monitoring events and assessing their effectiveness.
Types of CRM systems - which one to go for?
CRM systems, like many other tools with which IT supports business management, vary. There are 3 main types of CRM:
- interactive/interactive - this is a communication CRM that enables us to establish and maintain interaction with our current and future customers and suppliers;
- operational (back-office) - the CRM system collects customer data and makes it available to employees to improve service quality. Operational CRM systems aim to automate marketing and sales;
- Analytical (front-office) - as the name suggests, they are used to analyse customers, their behaviour and the actions they take.
There are various CRM systems, and examples of these include: Salesforce, Aura Biznes, MS Dynamics 365, Optima Sales, Freshsales, Pipedrive. Companies interested in CRM systems can choose from foreign products and Polish brands.
What should you look for when choosing CRM software?
If you decide to implement a CRM system in your company, you will notice that the market offers many solutions of this type. There are several aspects to consider before you choose a particular programme. The key is to answer the question of what purpose you want to implement a CRM system for and what you want to achieve with it.
Another important factor influencing the choice of solution is the budget you want to allocate to the CRM system - you need to determine this.
The size of your database on your customers is also important. Companies that handle large databases will need different solutions than micro-businesses that serve fewer people. Although most CRMs are scalable and allow you to increase your base as your business grows.
Find out from the vendor the exact functionalities the solution offers and the possibilities for expansion with further modules. Furthermore, it is important whether the brand whose solution you want to implement offers support during and after the software implementation. Post-implementation support as part of the package allows you to avoid additional costs when potential problems arise.
Managing CRM systems usually requires staff training - some companies also offer assistance in this area.
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