CRM: diving under the tip of the iceberg

    As soon as managers perceive CRM - as a notebook, as a heavy duty to the leader, as a means of intimidating newcomers and even as software, the icon of which on the desktop can simply be forgotten. Fortunately, there are not many of them - most still take into account orders and transactions in it, lead customers, set tasks and reminders, call. But the companies really do not use additional “features”, while many leading CRMs of the Russian market have a lot to learn.



    Why do CRM developers know what a business needs?


    Today, the CRM market has grown to incredible proportions. If in 2008 it was possible to list the names of systems that were on the fingers on one hand, then today it’s enough to enter “CRM” in the search so that Yandex.Direct starts filling you with hundreds of offers: from simple electronic notebooks to really sophisticated systems. Naturally, in such a market there are both experts and beginners who decided to rise on the wave of popularity. The latter, in turn, are also different: someone forks popular open source projects like Sugar CRM and makes money on customization and customization, while someone invests only in marketing, behind which there are a couple of inert tables, forms and graphs. Of course, one does not have to expect from their examination systems. Meanwhile, it is the CRM vendor company that should be the bearer of maximum business expertise.

    Developers of serious CRMs, like any corporate system, are always more than programmers. First of all, they are faced with the task of selling their product, which means leading the entire transaction process in their own system. So they are not just testers with a well-developed test plan, but end users and implement all the needs of a salesperson, marketer, head of department and company in the system. Secondly, they are constantly faced with requests and requests for revision, which also serve as sources of ideas and form the basis for the development and implementation of the sought-after functionality. That is why a reasonable attention to the logic of the CRM system itself can serve as a hint for changing existing business processes.

    CRM is not just used for accounting, a correctly selected system can contribute to the formation of a so-called portfolio of prospects and long-term potential opportunities. You can consider the example of the same CRM. Suppose there is a possibility of renting a system and the client took advantage of it - it is convenient for him to make small payments at a particular time. He is not ready to buy licenses and their purchase is a long-term potential opportunity. If the CRM correctly fixes the points of interaction with such a client, you can come to a sale. And CRM will remind you at what points it is worth talking with the client about the upcoming purchase.

    Finally, do not forget that CRM is software, and therefore has certain properties that greatly facilitate the operational work in the company:

    • is a database add-on, and therefore data can be protected and difficult to corrupt through a graphical user interface (GUI)

    • has a logical and well-developed hierarchy - the manager can simply enter the necessary data based on the system logic

    • customizable (with varying degrees of advancement) - you can customize both the system as a whole and the profile of each user

    • allows you to create reminders, alerts, business processes, cyclical tasks that are designed to facilitate the work of the manager and establish coordination within the company

    • integrates with external accounting and telephony systems - the company receives comprehensive automation, the center of which is CRM.

    The key word in understanding CRM systems is “automation”. It is designed to streamline processes, build relationships and keep track of customers and transactions based on technology - clearly, efficiently, quickly and in a structured way. That is why a well-implemented implementation gives the company the opportunity to expand due to partially freed up labor and time resources.

    CRM goes beyond just CRM


    As CRM develops abroad longer than in Russia, the accumulated experience gives more accurate figures, which are more and more suited to the situation in the domestic development of customer and sales management systems. Here are some interesting statistics found on SalesLoft :

    • 40% CRM sold by SaaS model
    • 35% of users admitted that they enter data into information systems manually, while integration with CRM is provided
    • 43% of CRM customers realize that they use less than half of the system’s capabilities
    • 72% of users are willing to exchange all the highly valued functionality for ease of use of the CRM system.

    In fact, CRMs add functionality that is often not used by anyone. One reason is ignorance about the capabilities of the system. Let's try to make a list of features that many users did not know about and therefore did not want to ask.

    CRM - a system for working with clients before sales and after sales. Even with the most hopeless. Think of a customer’s card not as a data set or as part of a data, but as an account to work with: mailings, individual offers, and resales. If you look at the popular CRMs, you can see that for younger systems, such as amoCRM or FreshOffice, customer cards include a small number of fields, and for experienced market players ( Terrasoft (especially the old desktop),CliC , Regionsoft of CRM ) cards are not just a lot of fields, but also contain tabs. Ultimately, with all the visible congestion of the interface, it is the second option that makes it possible not only to fix the name-phone-email, but to initially create a real client profile. If necessary, extra fields, by the way, can be disabled. The presence of such a profile makes it possible to collect a maximum of information and, based on it, manage segments of leads and customers, initiate additional sales and return unsatisfied and refused. Remember - if you didn’t sell, it doesn’t mean that you have lost a client - develop love and trust in the brand in it.

    When working with a CRM system, think ahead to expand.Often, vendors talk about the fact that “foreign” customers come to them: that is, the company bought CRM at the time of five employees, then grew, started a sales department, built up a customer base and realized that their CRM system was not developing and became small. The decision comes to switch to another CRM - and this is money, problems associated with adapting to the new interface, plus technical issues of database portability. Usually, vendors can easily transfer bases, but it’s better to follow a different scheme: first buy the initial version of the program, and then expand on its basis. An example of how senior and junior editions are organized, varying in functionality, can be seen on the websites of almost all developers of CRM systems.

    Personalize customer service in a CRM system- You know not only the name, but also the events that must be recorded by managers. Link yourself to customers with this knowledge. In some areas, personalization increases conversion by 42%. Moreover, personalization is not only and not so much an appeal to the client by name, but above all - a personal recommendation. Create the narrowest segments, group customers using filters, do CRM mailings on the created clusters - this will increase customer loyalty, followed by profitability. Created customer clusters are nothing but the parameters that shape the sales environment. In combination with a comparison of the plan and the fact of sales by cluster, you can greatly change the overall strategy of market behavior and get new sources of customers / leads, and see points of growth in profitability.

    Retain the customer and get his resale- always cheaper than attracting a new one. Carry out micromarketing campaigns based on previous orders and applications that are in CRM. If you approach wisely, it will bear fruit. For example, a good case with a car: a client bought a small cargo van from you in the spring, summer passed and the rains began. You can offer all customers from the base in CRM who bought a car, protective tents or winter tires. The client may sometimes not even guess about his need - form it in the way that suits you. For the purpose of resales, it is important to consider every interaction - any manager should realize that all interactions must be fixed in CRM. So at your fingertips you will always have a complete picture of the relationship with the client. Selectively capturing events will inevitably lead to an inaccurate presentation,

    Save data of technical support, help desk, service in the CRM-system: if your new product solves old problems or closes previously unmet needs, notify the client about this by call or mailing. Show the desire to solve problems - proactive interest in customers, repeated calls and letters will increase follow-up loyalty.

    Today, many have become full-fledged CRM tool for small call centers, however, they realize it differently: bpm'online due to specialized CRM, amocrm - at the expense of additional paid telephony widgets, desktop CliC and RegionSoft- due to built-in softphones and integration with Asterisk, a powerful free virtual PBX. All you need is integration with telephony and a very good habit of managers to enter information in CRM.

    Salesforce conducted research according to which 85% of customers are dissatisfied with phone calls. But the phone today is not only cold calls. Using client history in CRM helps bring each call to a different level.

    Collect feedback, questionnaire- This is not only the basis for management decisions, but also a great opportunity to use satisfaction data for presentation to new customers. At the same time, directly from CRM, you can send clients letters or SMS with thanks for contacting and the result of work on it. This will work especially well in an unexpected sphere: it is one thing if the Ozon store thanks for the tip, and another is a supplier of building materials or an advertising agency. You can appeal to both positive and negative customer experiences to show how capable you are of solving problems. By the way, if you enter the wishes and complaints of customers in CRM, you can know exactly who and what to offer based on the results of changes in the product.

    CRM can stimulate your employees.I think that the vendors themselves have repeatedly faced procrastination and laziness, because almost all the top systems except for planners and calendars have something that controls employees. For example, in bpm'online you can see the sales funnel for employees and departments, in KliK - calculate salaries and KPIs, in RegionSoft- see the effectiveness of the manager, calculate KPI, display the progress bar of achieving goals. If it is possible to display the activities of a group of managers, you can make a competitive moment: whose progress bar / line / funnel will quickly reach the coveted 100% by the end of the month? In addition, the market has good add-ons that can be integrated with CRM via the API and more closely monitor the activities of employees. Although, in my opinion, the basic features in CRM are quite enough.

    CRM can help with presentations.In many companies, especially those with a branch structure, the arrival of management or a large meeting turns into a panic: figures are urgently collected from disparate sources, charts are built, data are adjusted. If all the information is correctly entered into the CRM system, then you can easily build the necessary tables, samples and graphs. Even if CRM is weak in terms of colorful reporting, the collected data can be imported into Excel and processed as you need.

    The listed possibilities are also only part of the entire iceberg. These are small and necessary for almost everyone solutions that are in CRM-systems. In addition to them, almost every vendor has industry capabilities, additional developments for integration management, APIs, configurators, and so on. If you approach the implementation from the very beginning seriously, thoroughly configure and prepare, then CRM will not only lead to greater manageability of the client base, but also save time and nerves. Which, as you know, you can’t buy.

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