A Guide to Client Relationship Management: 4 Tips

Using a Client Relationship Management (CRM) System puts your customer at the heart of your business. After all, it is the client that will help you grow your business and increase your revenues.

Manual Systems

Before CRM, client information was captured on spreadsheets or business cards were being scanned and stored, but this was not consolidated or maintained in a central location, nor did it capture any interaction or milestones with the customers. Another very important process was collaboration. These manual systems did not provide a platform of collaboration where integration of customer interaction and channels of communications like phone, email, fax and the web are synchronized. Through an automated CRM System, various departments in an organization like sales, marketing, finance and services share the customers’ information for a more in-depth understanding of the customers’ business objectives. The system improves departmental collaboration, customer engagement and relationship management within the entire organization.

Main Reason for CRM

There are many reasons why a business needs a CRM system. Today with a global economy competition is intense and it is easy to lose customers to competitors if their business needs are not met. This is why you need to build strong customer relationships and ensure that you track your clients’ business goals. One very valuable tool is a CRM system that not only manages your client list but it also increases customer engagement. Nowadays a CRM is a business strategy and not a technology.

It is no longer optional to implement such systems, but a must-have for any business looking to increase sales and profits.

Why is CRM essential?

1. Tracks opportunities and leads.

With the customers’ information and goals entered in to the CRM, you can track progress from being a prospect to turning in to a client with your organization. CRM systems provide various categories to select from such as prospects, inactive, potential and successful closed opportunities. It helps in understanding the client, knowing what is needed to secure the contract and provides a forecast of your organization’s future sales revenue with a client. Additionally, a CRM tracks deal stages and reasons for closed-lost and closed-won deals. This consolidated information feeds in to your customer research and satisfaction programs.

2. Monitors client interactions and builds a long-term relationship.

Every time you refer to the CRM, you see progress made with the customer and know the status of your client’s decision or possible decision, and your organization has a competitive edge as you make the client feel important and heard. This history helps to build a long-term relationship.

3. Helps to focus on the customer by storing data centrally.

Employees change jobs and with a manual system such as spreadsheets, it is likely that your organization will lose the contact information or most importantly the interaction and progress made with clients. The CRM system prevents this by maintaining a sales pipeline and ensuring it is up-to-date. Contacts are always updated and allows for maintaining a relationship with the client after the sales representative or account manager has left the organization. Additionally, the CRM system provides a thorough customer analysis, a report of repeat and loyal customers as well as segmented customers enabling your organization to customize sales campaigns and focus on the individual customer’s needs.

4. Used for business growth.

Clients are the backbone of your business. By maintaining client relationships and nurturing your clients’ needs, you are supporting your organization’s growth. The CRM definitely can enrich your organization’s bottom line and determine market trends. It increases productivity, maximizes opportunities and increases customer numbers.

Choosing the right company to implement a dependable CRM System

There are a wide range of CRM systems from simple to complex online solutions and off-the-shelf software. It is key to choose a company that offers a comprehensive CRM solution; best-selling contact and customer management system; expert technical support and training; innovative features; a system that effectively provides regular and timely updates; reinforces email marketing; recommends purpose built and customizable systems; and offers integration with a wide range of devices such as mobile phones and iPads.