If you think that a CRM is solely used to record leads and prospects, until a salesman finally closes the deal, then you are underestimating the power that a CRM can bring to your business.
There are many different departments that need to be able to quickly and seamlessly access your customer database, whether they be administrators, marketers, salesmen, book keepers, service delivery professionals or customer assistance representatives.
I find it surprising how many businesses I have worked with, that do not have one centralized area for their contacts to be stored and easily accessed by every member of the staff.
The most common times that I simply roll my eyes and cannot believe that the team isn’t using a CRM is when someone answers a phone, speaks to an existing client, and then needs to record a note for someone else to give them a call back.
This situation can go down two scenarios:
a) The customer phones the business and the call is answered by someone who has no idea who they are, why they would be calling, and politely records their first name, last name, and their phone number (always just in case).
b) The customer phones the business and the call is answered by someone who can quickly type their name into the company wide CRM, see if there are any notes attached to their profile (such as, Frank will be calling, he needs to be told… or so on). This extra availability of information means that the caller may not even need to be called back, whoever answers the phone may be able to help them already.
In situation A your customer, someone your brand has been building a relationship with, phones your business and is treated like a stranger.
In situation B your customer phones your business and knows that there is a clear relationship that exists with the company, even if he couldn’t get through to his contact on that particular call.
In situation A the person who answered the phone probably quickly scrawled the details onto a piece of paper, and then must remember to put it into an email to the person who needs to return the call.
Worst case scenario, the paper is forgotten, or they verbally remind their colleague to call, and the call is then not returned.
In situation B, whoever answers the call can quickly put a note into the CRM and task the relevant person to return the call.
In this way, a CRM not only makes your business seem more professional and ‘in the know’, but it also creates less tasks for your workers, and helps remove points of human failure in the follow up stages of a customer interaction.
If you are just deciding that you may need a CRM for your business, download our free e-book “A Beginners Guide To Customer Relationship Management Software”