Customer relationship management (CRM) software can help your business communicate with and market to customers more effectively.
CRM for small businesses can give you access to key information, helping you target customers with offers or analyse customer data to help your marketing strategy.
Central to every small business CRM system is a customer database. This stores information about your customers – their names, addresses, what they’ve bought, when you’ve contacted them and so on – so whoever answers the phone has access to all the relevant details.
CRM software enables you to segment and analyse this data. For instance, your best customers – those who spend most, order frequently or have been with you longest – might deserve special treatment.
A small business CRM system will also include a contact manager, allowing you to log every customer contact. This means customers don’t need to repeat information when they call.
Customer relationship software is most beneficial to small businesses with a wide product range and customer base which they contact frequently.
Depending on the package you choose, implementing a CRM system can be a big project, so there are some circumstances where full-blown CRM software is overkill:
If you run a small company, a good CRM system will boost customer satisfaction by ensuring you contact customers at the right time, with the right information.
There are three main types of CRM software:
It's important to determine what you want from your CRM system at the outset. Your IT supplier will be able to help you identify the right software for your needs.
Make sure you think about how you might want to expand your small business CRM system in future. You may also be able to connect your CRM software to other business systems (such as your telephone or email system), to log call or contact details automatically.