Control of transactions in CRM

CRM-system (Customer Relationship Management or Customer Relationship Management) is an application software for organizations designed to automate strategies of interaction with customers (customers), in particular, to increase sales, optimize marketing and improve customer service by storing information about customers and the history of relationships with them, establishing and improving business processes and subsequent analysis of the results.

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Who needs CRM systems?

Before choosing a CRM system, you need to understand whether your business needs it in principle. It often happens that someone told a business owner about the existence of such systems, or software vendors try to impose their product. But in fact - do you need this system?

CRM systems are essential for any business that works directly with customers and seeks to expand the number of buyers.

So, if incoming calls or requests from new customers are important in the work of a business, if the business is making some effort to get and retain new customers, then a CRM system is necessary.

For example, an online store, wholesale company, or beauty salon will not be able to work effectively without careful attention to leads (incoming requests and calls). Indeed, in each of these types of business, it is very important that all orders are fulfilled, that buyers of goods and services are satisfied, and that customer loyalty increases.

On the other hand, if your business is not interested in increasing the number of customers at this stage of development, if the loyalty of regular customers is based on long-term contracts, and all contracts with new customers are based on personal meetings, even the best CRM system will do nothing.

For example, a retail store will not use a CRM system in its work, since customer contacts cannot be recorded. Here, customer loyalty is based on product quality and service quality, i.e. on personal contact with the seller. Also, the CRM system will do nothing if the company has entered into long-term contracts for the supply of goods.

What are CRM systems for?

Very often, small and medium-sized businesses do not understand why they need it. After all, the number of clients is relatively small, the sales department also in companies of this level consists of only a few people. And it seems that even without a CRM system, it is as easy as shelling pears to control work with customers. In fact, this is not the case. Very quickly after the implementation of the automated system, a huge number of shortcomings are revealed, and the quality of the sales department's work increases significantly.

CRM is needed in order to:

  • Don't lose a potential client, don't miss a single incoming call and request. In small and medium-sized businesses in our country, competition is very high.
  • Control of employees' work and standardization of work with clients. Without a common standardized CRM system, every employee works the way they are used to.
  • Thanks to the use of a CRM system, all working information is collected in one common database in a standardized form. As a result, the manager can analyze the statistics of work, draw up various reports (many of which are already ready-made in CRM systems), i.e. analyze work and plan subsequent work more consciously.
  • Ready-made solutions from which you can build on your own system of work. Each CRM system is the embodiment of the developers' vision of how to work with a client. It contains many ready-made tools that allow you to take your work to a qualitatively new level.

CRM systems maximize their potential under certain conditions:

  • a large flow of regular customers who are difficult to attract and easy to lose,
  • a large team of company employees whose actions must be coordinated


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