What is a CRM system?
A Customer Relationship Management system, more commonly known as a CRM system, is a software solution which helps you help you manage and maintain customer relationships, track sales leads, marketing, and pipeline, as well as deliver actionable data. It is designed to gather all the aspects of your customer information in one place. So, it should come as no surprise when we say that having and maintaining a CRM is one of the key aspects of having successful sales and customer relationships.
Why is having a CRM important?
As we mentioned earlier, having a Customer Relationship Management system is one of the crucial aspects of a successful company. It is most certainly the best way to keep track of the entire sales ecosystem within your organisation, starting from cold leads to prospects and finally getting happy customers. Anyone who's ever worked in sales knows how easy it is to get lost in all the data that you work with every day and all of the daily actions you do. Having an easy-to-use and simple CRM system can be of immense help in this, as it can help you track your calls, make notes about every customer you've ever contacted, create tasks for you and set up reminders, so you can sleep soundly knowing you'll never miss another important meeting in your life.
What sort of CRM should I use?
This is a question that gets thrown around very often, and to be honest there isn't a one-size-fits-all answer. Every CRM is different in their way, with their unique UIs and features. It all boils down to what you want and need from a CRM system. There are four different types of Customer Relationship Management systems: Conversation CRM, Leads and Deals CRM, Contact CRM and Marketing CRM (though this last one is a bit different from your day-to-day sales CRM).
As you can see by their names, these four types of CRM systems focus on different things. The conversation CRM is built around the emails and phone calls your sales/CS team has. The Deals CRM is pretty self-explanatory - its main focus is around numbers. Whether that's the number of leads/contacts you've had with these leads, pending deals, potential or won deals - these things are the main focus of this CRM.
Contact CRM's are person-based systems. They have separate contact pages for each lead that you have within the CRM, mainly revolving around gathering as much info as you can about these people and showing all of the relevant information about them within the contact page.
Marketing CRM's are a bit different than most of the other systems. A lot of people make the mistake of thinking that they're the same, but even though they share many similar features - they are not. Marketing customer relationship management system's focus on automating workflows for you - for example automatically sending (mass) emails from within the system itself. It can be a very useful tool for both your marketing and sales team.
There are many different types of CRM systems. Depending on how your teams are structured and how you do your sales, you may want to read into what sort of CRM system you should be using. But, a Customer Relationship Management system is essential to any organisation - this has been proven time and time again. The only advice we could give you is to try and find a CRM that is easy to navigate while having the essential features at the same time. Because the system is supposed to help you make and track sales more easily - not confuse and frustrate you every time you open it.