CRM system made simple

Let’s start with the abbreviation: CRM stands for Customer Relationship Management. A CRM system is software that helps you manage all customer interactions correctly.

Tasks a CRM system handles:

• Assess employee performance;
• Issue invoices in one click;
• Generate business-metric reports;
• Track every stage of customer work;
• Monitor the progress of all tasks;
• Provide reports as clear, convenient tables;
• Keep a clear chronological record of inquiries.

Do you need a CRM system?

A fully functional CRM system isn’t necessary for everyone, but businesses that work with a large number of customers on an ongoing basis can’t do without it.

Using a CRM system is relevant if:

• company employees perform many daily tasks that can be lost or postponed;
• it’s hard to understand what’s happening in the sales department;
• many steps are required to complete a sale;
• employees work not only in the office but also in other cities;
• the market is highly competitive;
• the company has long-term client projects (more than six months);
• the company actively promotes online using many systems and conducts analytics.

How to choose a CRM system: 5 key components

When choosing a CRM system, decide up front which features you need. For example, if handling incoming calls is important, pick a solution that supports telephony integration. If the CRM’s main task is receiving most leads through the website, pay attention to integration with your CMS.

If you haven’t dealt with a CRM system personally, it’s better to consult a specialist who can help select the best option for your company. Watching videos online or researching on your own isn’t always the best approach. However, there are points you should pay attention to right away. We’ll explain them in more detail.

Types of CRM systems: what to consider

There are two main groups:

Now a bit more detail. If you choose SaaS, expect some limitations. You won’t be able to change the product’s code. Such systems typically allow only configuration of user access rights and integration with external services. You can modify the interface using a builder. Also, you’ll always need internet access. Pros of SaaS: no need for your own server, no self-updates, etc.

The second option, Standalone, is buying a packaged on-premise solution. It’s installed on your own server and allows code changes.

Telephony integration

It’s convenient when the CRM is integrated with telephony. This allows logging incoming calls and initiating outgoing ones. There are two ways this can work:

• The call is made from the browser and goes entirely through the system.
• Telephony is integrated using services like Asterisk, Avaya, etc. In that case outgoing calls and incoming calls are handled via SIP handsets, not through the browser.

API integration capability

Different services are used to receive leads, keep records, and generate documents. When choosing a CRM, check whether an API solution exists for integration with your site. Having a ready API integration is a plus.

Client interaction usually consists of several stages:

• phone call;
• email correspondence;
• mailings;
• in-person meeting.

The first three should be automated. They allow you to monitor customer relationships.

Planning, task assignment, and task management

To choose the right CRM, check if it supports planning and task assignment. Employees should be able to create tasks for themselves and colleagues, set reminders, and more.

The system should also include tools for tracking interactions between employees. They should not only communicate but also be able to control the workflow.

There’s another useful feature — automated task creation. For example, a monthly reminder to submit a report can be created automatically.

Data import capability

When choosing a CRM, pay attention to data import features. Is there a migration module from other systems? Do you need to specially prepare data for upload? You should understand how data will be populated when launching the system.

Of course, you can enter everything manually, but that’s slow and inconvenient. Entering data in parts risks duplicates. The optimal transfer method is from an Excel spreadsheet. Excel exports are possible from almost any system, including 1C. Uploading data in this format is also quick and convenient.

Before starting implementation, clarify what affects the cost of the software to avoid surprises later. The total cost of a CRM product consists of the following parts:

• License purchase;
• Data migration into the system;
• Cost of various customizations.

Regarding the first point, there are several options:

• buy a license for a set period (month, six months);
• purchase a copy of the program to install on your server;
• a perpetual license is bought for the long term, but the upfront payment is substantial.

We listed above when this system is important. Here are examples when the product is not required:

• your company has fewer than five employees;
• the business has low turnover;
• there’s no desire to learn something new;
• you’re satisfied with how your employees work;
• the company runs a simple business.
  For example, buy-and-sell where sales are one-off.

A CRM system is relevant for those running a large business who want to control their employees’ work. To ensure processes are set up correctly and automated, implement this software. It’s better to purchase a license that allows you to configure the system specifically for your business. Before buying a CRM system, analyze your business and weigh all the pros and cons.