CRM Software Resources

What is CRM software?

CRM stands for customer relations management and is referred to software applications which support the customer relations management business process. CRM is more than just software though, because it is actually a way of improving a business.

The CRM methodologies focus on developing and creating individualised customer relationships which work to maintain a base of loyal customers. It is always inexpensive to maintain relationships with all original customers than to obtain new ones, so to purchase software such as CRM that helps to enhance a customer’s experience is becoming a popular practice for many businesses. By implementing a CRM software programme which allows the distribution, sales, marketing and customer service representatives easy access to the past interactions of each individual customer who uses that specific company, the organisation can maximise their cross sell or offer upgrades to their customers. CRM software also allows a company to offer rapid resolutions to any issue that a customer may have, thereby increasing customer satisfaction.

Why does an organisation need to use CRM Software?

In the competitive business market, medium and small sized businesses need to know they have the most effective and efficient methods within which to sell, market and service their clients. CRM software can give an organisation the software and the business process that can enable performance improvements; collaboration and better visibility across all of the customers touch points. CRM software utilises all of the customer’s information into a holistic view of every individual customer. This then allows customer focused employees in their roles of customer service, sales and marketing to make informed decisions on problem resolutions, target marketing strategies, up selling and cross selling opportunities.

What are the different types and variations of CRM software?

There are many variations of CRM software. Each software package focuses on a different aspect. The system core is formed by customer service, sales force, campaign management and automation. The varied types of CRM software are:

Analytical CRM – analyses the customer data for a variety of purposes, such as the analysis of customer behaviour in order to make decisions related to products and services, designing and executing campaigns, the design and execution of target marketing campaigns and management of information systems.
Operational CRM – provides support to the front office business process. With this process, the interactive data is stored in the customer’s contact histories and is used when needed by staff members. This data can help staff to gain immediate access to data relevance on the customer. This CRM process is used for various purposes, such as sales management systems, managing campaigns, enterprise marketing automation and sales force automation.
Sales intelligence CRM – similar to analytical CRM but has a slight difference, in that it is more of a direct sales tool. This software contain the features, such as switch selling opportunities, up-selling, customer drift, sales performance, customer alignment, customer trends, customer margins and cross-selling.
Sales force automation – helps with the automated sales related activities such as activity management, target account selling, general reports, opportunity assessment and management and tracking responses.
Campaign management – combines the elements of the analytical and operational CRM. This software includes the analysing, storing and tracking of campaign statistics, sending campaign related material and targeting groups formed from the client base in accordance with selected tracking and criteria.
Consumer relationship CRM – covers the various aspects of a company who deals with customers who are handled mainly by the customer relations and consumer affairs contact centres within an organisation. Each of the centre representatives are trained to find contacts from anonymous consumers and customers can reply to enquiries and fulfil responses. The support executives must obtain the customers contact information, verbatim feedback, and any other issues and store them within the CRM software.
Collaborative CRM – covers the various aspects of a company who deal with different customers who are handled by various departments within an organisation, such as marketing, technical support and sales. The departmental member can use the software to interact with the customer.

How long does it take to implement a CRM system?

It can vary from one organisation to the next. Obviously installing CRM software will include the importation of old data into the new CRM system, training employees on the new CRM software, the testing and integration of the new CRM system with the clients’ existing organisational software and finally to complete the enterprises specific customisations. It can usually take many months, or up to a year for some organisations, depending on the complexity and size of a business. Some CRM organisations may offer a system that can be modified or adapted at any time to change the demands and needs of an organisation. A lot of CRM providers do not offer that system, so for best effect try to find a company who does.

How difficult can it be to upgrade CRM software?

Some companies may offer upgrades within the contract, at an extra cost, but because of the expense of the customised system, many businesses may choose to avoid a CRM provider’s supporting contract. Make sure that the overall system is within the budget and does offer the latest products and features within the CRM system.

So how does a company go about choosing an appropriate CRM software provider?

Using a CRM consultant can save a company time and money. Software resellers can often be the first line advisers when considering this piece of software because they have the appropriate feedback and experience of selling CRM package software. Some resellers offer packages that can include process management and strategic planning too. Most of the large CRM companies offer advice, guide sand PDFs on their site that can help an organisation to make the appropriate decision regarding who they choose to develop their CRM software. It can also be a good start to make a list of organisation objectives and each of the benefits that the organisation hopes to achieve from the software. Ask for references, where possible and try to work with a CRM company who works in a similar industry. When an organisation has short listed their potential CRM software providers, they can then ask them to supply a full cost structure that includes the implementation time frames, the current operations likely downtimes during the implementation and any other costs that may include licence fees and training.