CRM stands for Customer Relationship Management. It enables companies to manage business-related processes and all the data associated with them, including customer data analysis.
Implementing a ready solution will take you a couple of days, however, if you need CRM that fully meets your business needs, it’s worth building custom solution, so that the length of your project can vary from 2 to 6 months depending on the following considerations:
- The amount of data to be imported;
- A number of customization required;
- What 3rd party integrations are needed;
- How many departments/users will use CRM.
The most popular modules are Sales, Marketing, and Service, however, these can be modified or go under other names, for example: Client Management, Order Management, Invoice Management, Events and Tasks Management, System Dashboard, etc.
CRM systems are successfully used by different industries, including financial services, high-tech, manufacturing, media, telecom, as well as governmental organizations, non-profits and more. Below are some examples of how to choose the right CRM for your business based on the company profile and size.
Sales reps can benefit from making audio and video calls from CRM without binding to workplace, receive electronic signatures at client’s place, and Customer Support can be empowered with field-to-office services: product photo capture right from their smartphone’s camera, or GPS location tracking to analyse the time and the place of each case being managed.
Whether your data is stored in notepads, Microsoft Excel spreadsheets, databases, or other CRM, you can import the data into your CRM and keep track of all your customer information in one place. The best option is automated data migration enabled by almost any popular CRM system. Normally, this process includes basic stages:
- Normalize the data – names, mails, telephones should be stored in a unified manner;
- Create .csv or .xls with the defined fields, remove excessive or duplicate information and upload it to your CRM;
- Review the imported data – fill in the empty fields, add the attachments and notes.
CRM can support your sales team at every stage of the sales cycle, from leads to customer management. Below are a few use cases:
- View and manage account activity and communications;
- Use reports to forecast sales, measure business activity, identify trends;
- Qualify leads and track prospective customers;
- Centralize customer data;
- Access, update, and share information across teams and departments.
Normally, analytics section in CRM is represented by reports and dashboards helping you to collect and visualise your customer data, engagement levels, sales reps productivity, won/lost opportunities ratio, to name a few. Integration with external analytical services such as Google Analytics, or Talend is also available.
There are several options available:
- Custom modules (sections) and fields. You can create a new section in CRM or remove default unnecessary ones and pick the fields to feature the module.
- Custom fields. You can create fields of any type (textbox, email, checkbox…)
- Custom UI/UX design. You can add or reorder the sections and fields on each layout, set up the navigation, add quicklinks.
- Custom workflow. You can map your processes across the CRM ecosystem, set alerts, data compliance checks, verifications, etc.
To keep your data safe:
- Let the specialist conduct security health check before CRM deployment to find vulnerabilities and prevent possible hacker attacks.
- Define access levels within your organization: set up the basic access to all the records for everyone in the system and impose restrictions on access to specific records, functionality, and workflows depending on the roles and human resource hierarchy.
- Keep track of user logins based on IP, API, or browser.
- Set up password defaults to make CRM users create a complex password and change it every 3-6 months.
- Regularly audit the system against the security regulations.