Companies use customer relationship management (CRM) solutions to track, organize, and store information about their current and potential customers. They then use this information to enhance their sales, marketing, and customer service efforts in order to improve profitability.
CRM software is an established market with many offerings, which can make it difficult to select a solution. Here are five questions you should ask so that you can select the best one for your business:
1. What Do You Want the CRM Software to Do?
All CRM solutions track, organize, and store contact information as well as customer information from emails, phone calls, and in-person meetings. However, some solutions offer additional capabilities such as tracking customer support calls and issuing sales forecasts.
A good way to determine what your business needs from a CRM solution is to talk with employees throughout your organization. Besides finding out what customer-related data is being used, ask your employees how the solution could help them better perform their jobs (e.g., manage leads so they can get new customers). That way, you will get CRM software that provides the capabilities your business needs, without all the extra features that drive up the price.
2. Does the CRM Solution Integrate with Social Media?
CRM software should provide social media listening, monitoring, and engagement capabilities. Otherwise, you will be missing out on customer insights from the billions of people who use Facebook, Twitter, and other social media networks.
3. Will the CRM Software Scale as Your Business Grows?
Your business might be small now, but if your aspirations come true, it will not stay that way. As your business grows, so, too, will the amount of customer-related data being generated. You need to make sure that the CRM solution will be able to handle the future needs of your business.
4. Is the CRM Solution Easy to Access and Use?
CRM software will put your customer-related data at the fingertips of the people who need it. However, the software needs to be easy for employees to access and use in the office and anywhere else they might perform their jobs. For example, if your employees visit customers’ sites, they should be able to access and use it while they are traveling to and working at those locations.
5. Does the CRM Software Let You Establish and Monitor Metrics?
Your employees need to be able to easily establish and monitor operational metrics using the CRM solution. For example, you might want to monitor statistics such as the number of sales calls, close rates, and renewal rates. These types of operational metrics will not only help you measure employee performance, but also help you determine how well the solution is serving your business.
Still Not Sure Which Solution to Use?
Selecting a CRM solution is a big decision. If you are still not sure which solution to use, give us a call. We can provide further insights and help you choose the best one for your business.