Initially viewed as being expensive, complex and time consuming, some small businesses refrained from using the tools they had to offer. However, more recently, CRM providers have tailored some of their services to meet the needs of small businesses.
If initially embarking on the task of finding a CRM application that is suitable, the process can be overwhelming. There are many options available covering a wide variety of business functions. However, it is helpful to examine typical needs of small businesses that could be aided and even improved upon by CRM applications. These typical needs may include using the Internet to attract and obtain new customers, selling more to existing customers, analyzing the effectiveness of company marketing activities, providing improved customer service, and improving communication and information mobility.
Taking the typical needs of small businesses into consideration, CRM applications that address contact management, sales, marketing, and customer support are most likely the applications that would be of most value.
Customer contact information that companies may maintain in databases, contact managers, and spreadsheets can be put into CRM contact management applications, allowing sales reps, sales managers, and marketing managers to obtain the most current and accurate information available. The information needed to generate leads, make sales, and provide exceptional customer service can be readily available at the fingertips of the sales force, cutting time spent searching and reducing the potential for error or misplacement of key information. CRM contact management applications allow for this information to be input and retrieved via mobile devices, which also allows for the potential of increased mobility amongst sales representatives and other team members.
Generating sales is essential to the success of small businesses. CRM sales applications can help small businesses streamline the sales process, from lead generation to sale closing. Businesses can track lead potential, record customer interactions throughout the sales process, and maintain up-to-date information regarding sales trends. In addition, sales applications can be used to analyze target markets, sales regions, trends, and competition. They enable businesses to make forecasts and predictions that can improve sales over time.
Marketing products and services is another concern of small businesses’ that can be addressed utilizing CRM marketing applications. Businesses interested in using the Web to generate leads and obtain new customers, as well as sell more to current customers, can use services such as Salesforce.com’s integration of Google AdWords to increase traffic to their website and attract new business. In addition, marketing applications can manage phone, email, and Web leads and direct them to the appropriate people to be addressed. The CRM marketing applications also allow small businesses to evaluate their marketing campaigns and determine what is working and what is not, which in turn helps to determine how marketing funds would best be spent.
To address the common small business concern of customer support, the use of one or all of the CRM applications above can accomplish this. Using CRM contact management, sales, and marketing applications ensures that customer information is kept current and accessible and that leads and customers remain in focus and their needs are met. If companies have information about their customers in one easily accessible location, current information available at the touch of one’s fingertips, customers will be likely to receive customer service that will ensure they return.
The process of identifying appropriate CRM applications may initially seem daunting, but there are a number of viable option that will help ensure small businesses’ needs are met and their customers are satisfied.
