Why your business needs a CRM
Are you still keeping customer details in a simple database or spreadsheet? Nik Rawlinson explores the benefits of an integrated customer relationship management system
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ustomer relationships are at the heart of business, and there are several customer relationship management (CRM) platforms that can help you build and make the most of them, regardless of which sector you’re in. If you’re not already using a CRM system then here’s why you should be – and if you are already using one, we’ll look at some applications and benefits that you might not yet have taken advantage of. The first big benefit of a CRM is that it frees staff from administrative tasks, so they can focus on more productive things. “With a CRM, your team will never have to spend time logging emails, calls, meetings and interactions – all of this information
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will be automatically collected and aggregated within the system,” explains CRM specialist HubSpot (pcpro.link/335hubspot). The productivity gains from this alone could easily cover the cost “The first big benefit of a of a subscription CRM CRM is that it frees staff service. It’s not just about from administrative tasks, efficiencies, though. A so they can focus on more CRM system helps you productive things” serve customers better. In very small businesses, customers might communicate with a single person, who can gain an understanding of their needs and plans – but as the company grows, that relationship is often lost. Customers end up talking to representatives who don’t know
the ins and outs of their businesses, and who aren’t clued in on what interactions they’ve had before. It’s hardly an encouragement for them to do business with you. “Important conversations are hidden in emails, scattered around in spreadsheets, lost on Post-it notes, leading to patchy and inconsistent interactions with customers. All of this leads to – simply and plainly – you losing money,” warns CRM firm SuperOffice (pcpro.link/335superoffice). A CRM lets you keep track of all of these things, so your organisation can speak with a single voice and provide a consistent service, whether you’re working with new leads and existing customers. As well as providing a better experience for customers, this opens the door to cross-selling and upselling opportunities. “Look at what your customers have bought before and offer them other relevant goods and services that might be useful,” recommends
