Let’s begin by making clear the meaning of this acronym that often resounds in today’s companies: What is a CRM?
The acronym stands for customer relationship management, which is more than just a particular system; it is a business strategy or decision, supported by a system, conceived for providing better client service, with the purpose of making clients loyal, creating longer relationships and increasing the degree of client satisfaction with the company.
Thus, a CRM may be a system in Google Sheets and Google Calendar, registering all transactions with clients, or an Excel spreadsheet where everyone consistently adds information related to the company. But definitely, it is ideal to use a previously established CRM system to make client management easier.
In the traditional economy, the managers and staff of small and medium-sized companies had personal knowledge of good clients, but the present business sector is so large and dynamic that it requires a CRM to facilitate the relations with clients and prospective clients. Large companies know this and use them, but now, technology is within everyone’s reach.
This is how businesses used to work: John comes in on Wednesdays to buy supplies for his business. At the company, the people know that on that day, they will have good sales because they know John, and his needs and preferences, and they go all out to provide him with the best service; he’s like a family. If only there were a lot of clients like John!
The good commercial relationship between the company and John was, however, intuitive and circumstantial. John came into the store one day, he liked the products, the prices and the service he got, and the rest was synergy.
Now, the possibility of having a long list of potential Johns in any part of the world is real if the adequate technological tools, duly managed, are in place. One of these is precisely CRM, which allows establishing constant communication with present and potential clients.
When the company grows
In other times, the managers and staff of typical companies were attentive to shipping the products that customers such as John were expecting, for, say, next Tuesday, calling him on the phone, explaining to him that the price changed. Also, that the product now has better packaging, that a new product is on the market which is just as good but cheaper, etc.
But as the typical company grows, the number of clients increases and the staff have the perspective of making sales to other possible buyers. At this point, it is difficult or impossible for someone in the company to remember all of the clients, their names, telephone numbers, email addresses, and specific reasons for which to contact them.
It is here that the instrument comes in that allows having available all the data related to the target public (CRM). There are several modules, some are free, and others have a fee, that manages and stores the interaction and history of every person attracted by a company, and in turn, attracting the company’s interest.
With the data registered and a CRM organizing it, there is no telephone call, message, meeting, or procedure that can escape your attention. CRM was even conceived for performing a series of scheduled tasks, such as sending documents, reminders, offers, and… why not: It’s an integral part of public relations… sending an automated congratulations message on the client’s birthday…
What was his name…?
It’s common for people to have nurtured a good relationship with someone, and that precisely at the moment when they have to contact the person they forget his or her name, or the name of their company. But people do remember where the person is from, his type of business or they have his telephone number written down in a notebook.
One clue suffices for the CRM to provide all of the information on the client, whether the system operates through a complex module (for large corporations) or a practical and simple one such as Excel / Google Calendar.
In one way or another, CRM allows you to have storage and classification tools, all of them with elements interlinked in a historic registry, of clients, companies, possible sales, visits, and so on in such a way that everything is within reach.
Goodbye to memorization problems; there are fewer questions, fewer email messages to confirm if something was done or not. Within the company, you simply go to the client record, and everything is there. And externally, the better service for one, hundreds or thousands of clients, is considerable.
And what if I mix things up?
Internet technology tends to create a certain degree of apprehension in businesspersons who are not familiar with these technological tools whose names may be new and complex. But aside from its name, a CRM is easy to manage.
In fact, what a CRM does is to simplify the processes, allowing managing the information needed for optimizing relations with clients, which means having an advantage which allows companies to differentiate themselves from their competitors.
It’s no longer necessary to wait for Wednesday to serve John, or to prepare the samples case to go out to see clients. The implementation of a CRM system makes things easier at levels hardly imaginable, with the possibility of having bases which support commercial management for increasing sales and real profits, as well as, client satisfaction.
Why are we talking about CRM if we sell websites?
Well, a good website, like we’ve always said, generates a return on investment, and new business possibilities. At ZEWS, our website, with the help of God, and our constant work for ranking in search engines, continuously generates new business options. Several years ago, we reached a point when it became very complex to do this control manually, or by email, so we dedicated ourselves to the task of searching for a tool that would help us exercise better control.
We found it about five years ago (after having tried two or three more years with other tools), and since then, we register the history of all transactions with clients, we have automated our collection processes, with reminders being generated automatically. In a nutshell, the advantages have been immense, and we, therefore, began to implement the system with some of our clients who shared this need.
If you are at the point at which you are beginning to grow but look bad with one or two clients due to omissions, you should consider the implementation of a CRM system. The changes in your company will be enormous and very beneficial if your staff gets used to employing the system properly.
You can, of course, contact us to discuss the possibility of implementing our system in your organization. We will be pleased to assist you.