Is CRM Needed?

Do you have Customers?

Can you Research on them?

How do you Manage their details?

Do you ever ask yourself these questions?

Is CRM needed in your business?

Synergy Technology are currently making a substantial push to work with SMB businesses in the Manchester and surrounding area. So just like most companies we started by purchasing a “quality” list of prospects, I am sure you have all bought them!! Based on the criteria that I gave to the list supplier we ended up with a list of 3,381 companies.

The problem with lists is that is exactly what it is a list, nothing else; any business can purchase them so if you select the same or another list provider with the equivalent demographics, we will both have the same or very similar list or prospects. It is only by contacting the list and obtaining the data which is unique to your business, products or services, which will differentiate the list and turn it into valuable data.

Once this data is colleted; your company will have the ability to drive effective business interactions, from the prospecting stage through to the retention of loyal customers.

If you are determined to grow your customer base, strengthen your customer relationships and actively manage your sales team then you need to look at a CRM system. One that addresses the four key business elements of customer contact while meeting the operational needs of marketing, sales and customer service and support.

Customer Relationship Management could be explained as enabling employees to have better relationships with their customers and potential clients.  However there is far more to this solution than meets them initial need. CRM is far more than a Customer Relationship Management Tool. Really we should be giving this solution more credit than suggested in its title. CRM can be used as a fully integrated business solution including analytics, reports, e-mail archiving, mail merging, diary management and contact management, just to name a few. 

With CRM it has never been easier to ensure your organisation is fully customer-focused, to organise your customers by type, interest, purchases or any data that you choose to acquire from them. But taking the customer aspect away, it gives you control over marketing activities, sales team activities and group diaries

 …information is easily shared, opportunities are easily tracked, activities are easily planned, mailing lists and contact groupings are easily created.

There is also the opportunity to manage Customer Service Issues, interface with accounting systems, track serial numbers and warranties, track service contract expiry dates, manage memberships. However care to deploy the correct system to meet particular needs is essential.

CRM is considered to be a software tool and a technology solution in this Information Technology industry. In fact I would say that CRM is more a strategy or methodology which should be deployed across a whole organisation. CRM, which is a combination of marketing and business processes, is the basic understanding of customers and how your organisation measures them. The secret behind CRM is being able to cater and customise, based on your needs. CRM requires customer-centred business philosophy and culture to support effective marketing, sales and service processes. CRM software applications can enable effective customer relationship management, provided that an enterprise has the right leadership, strategy and culture.
 
For more information on CRM, please contact Gary Edwards on 0845 456 0050 or by email on gary.edwards@synergytechnology.co.uk.

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