Customer relationship management, or CRM, is more than just initiating contact with potential leads. It can involve nurturing existing contacts and building loyalty, all while maintaining a dynamic repository of contact information and client history. Making all of this information accessible for teams and piping it out to other business software solutions through smart integrations is the next logical step.
User experience has become more important than ever, and efficiently managing a businesses’ relationship with customers through the entire sales and the after-sales process is a key consideration. A small to a midsized business trying to emulate CRM functionality on a large and unwieldy spreadsheet can lead to a lot of confusion. CRM solutions are easier to figure out than spreadsheets and can do more than contain user and contact information, as they can dynamically create calendar events and set reminders. CRM software can even integrate messaging and phone-calling functionality. This is usually with pre-recorded conversations that can be used to track and document customer sentiments and get better insights.
Pricing is always an important factor while evaluating CRM software, but that analysis should focus on way more than the upfront costs. Most softwares offer per-user pricing but it is important to check what is included in that price and which features you actually do need.
Training can use a chunk of the budget, as can upgrades and ongoing support. Consider how much it would cost to integrate the software with your existing systems and if you would need additional equipment.
Ease of Use
CRM software should be intuitive or you would never want to use it. Make note of how many clicks it takes to carry out a basic task and how easy or difficult it is to find features you need. CRM software should also be able to manage user error. Poorly designed software will either let you make an error unchecked or will throw up an unhelpful error message, which wastes time and resources.
The software you decide to go ahead with should capture information that is important to your business, helping with effective follow-ups.
It’s important to determine the features included with your subscription and those that require a third-party add-on. It’s also worth looking at the software you already use for compatibility with the CRM software you’re considering.