The concept of CRM or Customer Relationship Management Software has actually been in existence for more than two decades. The term has evolved over time from contact management software to sales automation software to customer interaction software and now Customer Relationship Management software or CRM. But the business application of CRM has remained the same and that is to capture, track, manage and share information throughout the organization. The idea is that by providing employees with immediate access to customer information they can improve sales execution and customer service, thereby giving their organization a competitive edge.
The evolution of CRM was brought about by advanced technology such as cloud computing, and the introduction of specific departmental software solutions for sales, marketing, and customer service. Today, social networking is an important component that continues to expand the use of CRM software to help businesses market, sell and provide services to their customers.
Finding a CRM Solution that works for you
There are essentially three levels of CRM software and even the most basic offerings can provide value to your business. Selecting the right solution has a lot to do with the maturity of your business and the objective you have going forward.
The most basic CRM offerings enable you to manage accounts or companies and contacts or people. If you own a small business and have been operating it using an Excel spreadsheet and e-mail, a basic CRM solution would be a nice step up from what you are doing today. It will allow you to capture vital customer information including notes and history, track activity, and share this information with your staff – something that is difficult to do using an excel spreadsheet.
More advanced CRM systems traditionally add marketing, sales and lead management features and are designed for companies that want to build brand recognition via bulk e-mail programs, capture and manage leads or new opportunities and automate the sales process. Companies that have used automated systems in the past such as contact managers often find these more advanced systems appealing for their business because they are a natural next step up from contact management programs. These programs are often quite affordable and easy to use and can add substantial value to your business.
Comprehensive CRM programs, often referred to as enterprise level systems, are designed to automate and integrate both front-end and back-end business processes such as accounting and ERP. These are robust and complex solutions that require a strong commitment from management to implement and use. Companies that have automated their marketing, lead management and sales management processes look at enterprise solutions as an important component to closing the loop between front office and back office business processes. Instead of operating disparate silos of information, these companies strive to integrate all business processes into one universal system or database. These solutions are typically only found in larger organizations that have the staff and expertise to implement and manage them.
The good news is that there is a large selection of CRM systems to choose from and traditionally free trials and demos so that you can test them. The best advice in selecting one is to document your requirements. Then seek a few offerings that can support those requirements.
