Why should we use CRM?

Business Insights
17/01/2018

The modern business is a complex operation with a lot of moving parts. You have employees, customers, partners and critical business information that you need to access at a moment’s notice.


There is a simple answer, a Customer Relationship Management (CRM) system to help you centralise all your most important data in one place.


Through a single computer interface, you can retrieve, create and edit every vital piece of information you need and everyone in your company can see these records in real time. That’s the power of CRM.


The advantages which companies typically expect their CRM system to provide include better sales productivity, more effective marketing due to the ability to be more targeted, and improved customer service. Defining these priorities will help you manage your work effort and budgets to realize your results faster.


Making the Case for CRM

  • Look up any contact
  • CRM can improve forecasting
  • It’s not just for sales teams
  • Track customer life-cycle
  • Identify marketing leads
  • Access data from anywhere
  • Integrate with other systems
  • Manage employee data
  • Manage vendor contacts
  • Store notes and documents

Whether sitting at your office desk, in a meeting or on the road, a PC, a mobile phone, a tablet or indeed any device that has connection to the cloud, you can easily access your CRM data. Most CRM systems offer your team instant and immediate access to vital contact information and customer records that make it easier to close deals, service customers and keep things organized.


Unlike a lot of other technology platforms, CRM touches every business unit and can make a significant impact on areas like Sales, Marketing, Human Resources, Customer Service and even the Financial / Operational teams. All business segments benefit from CRM.


Integrating CRM systems ranges from the easy to the complex and there is no shortage of platforms to pick from, with a dizzying array of features. It is also important to mention that no two businesses are alike and therefore, every company will have a unique set of needs to consider before jumping into or switching CRM systems.


The best thing you can do is to involve your people and help them understand how their involvement with the CRM system can help the company achieve its goals.


If expectations are properly being managed, and processes are being adhered to, you can create a positive CRM culture. If they see the value in what they are doing they will take ownership in ensuring the CRM has an impact.


Plan Your CRM Implementation Steps:

  • Clearly define outcomes and goals
  • Identify priorities based on outcome, time and budgets
  • Be realistic but stick to the plan
  • Rank the features of any CRM based on value, complexity and cost
  • If it seems like an extra feature you won’t use, you are probably right – skip it
  • Streamline your CRM to essentials
  • Schedule training and let people know in advance what’s happening
  • Training should be integrated into the culture with clear objectives and stated value
  • Prepare cheat-sheets and quick reference cards – and have support available
  • Create ownership of the CRM’s data
  • Manage to expectations
  • Make CRM part of the culture

CRM is a vital tool in any business’s armoury. As Paul Petersen, General Manager GoldMine maintains,

“I believe it’s the single most important application in any business. CRM touches every person in every department; sales, marketing, operations, financial, human resources, and customer service … you bet it’s important. It’s even more important to get it right.”


Read the full whitepaper: What is CRM and the Top 5 Most Common Mistakes

Author: Paul Petersen PCM, ACRM, JD
Vice President & General Manager


www.goldmine.com