Some small-to-medium businesses may not worry about how they manage their customer relationships because they are so focused on simply getting enough customers in the first place. They figure that it’s more important to offer great products and services and provide support to customers when needed than to deal with managing a large amount of data that they suspect may not be profitable, especially after considering the effort it takes to maintain.
However, effective customer relationship management software has many benefits for your company, including sales leads, demographics, conversions, and customer satisfaction and retention.
With CRM, you might discover useful patterns in customer behavior that you wouldn’t have noticed otherwise. For example, you company could be shipping more units of blue widgets to area of the country than others, which is a clue that you should step up your marketing efforts in the poorly selling areas while researching why there’s such high demand in the other.
You might learn that women tend to order the deluxe version of your service while men go for the least expensive option, or vice versa. What’s more, if your customer service representatives are dealing with the same complaints from numerous users, you can identify problems quickly through the data you collect.
Getting started with CRM
Educate your employees about how to use relationship management software. Your salespeople, for example, may be getting by using their own spreadsheets that they’ve customized themselves to keep track of leads and the types of sales they make to different categories of customers.
The customer support people who answer phone calls, emails and text messages from happy and displeased clients and customers will need to start logging all interactions with the people who contact them.
Explain to your employees that although it will take some effort and time to transfer any customer data that they’ve already amassed into the CRM system, it will be worth it in the long run, as they should expect to see better sales and increased conversions of prospects. CRM will also help support staff become more responsive to inquiries, complaints and questions. This isn’t through some magical property that CRM software has, but through the power of organization.
What CRM application you decide to go with depends on a number of issues, including your budget constraints and what types of devices you need to use to access the data. For example, you might need to retain some of the data on your own servers to comply with privacy regulations, or you might need a CRM application that works not only on desktop computers, but also can supply data to your employees via smartphones and tablets while they’re on the go.
Hosting your customer relationship management application
If your IT department already has its hands full with supporting your current data infrastructure, that’s no reason to avoid using CRM software. You can easily host it in the cloud on a virtual private server (VPS) using a cloud services company such as Rackspace.
A cloud hosting company handles all required maintenance of the server, and you only pay for the storage space you need for your data and the bandwidth you need to access it.
You don’t have to worry about buying enough server space for your facility; you just rent more space from the cloud services provider as your data storage needs increase. And if your storage needs are increasing rapidly, that’s a good sign, as it means you are gathering more valuable information on existing and potential customers.
What’s more, hosting your CRM application on a VPS makes it convenient for your salespeople to access the information they need on customers while they’re on the go.
A company that wants to ensure its future success needs to pay attention to the large amount of data regarding its current and prospective customers, and CRM applications are a useful way to help you manage this information. By effectively integrating a CRM into your process with the help of cloud computing, you will learn more about where you are and where you need to go with your customers.
More Tech articles from Business 2 Community: